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Does anyone actually care about 5G?
5G is about 10x faster than 4G right now. The innovation is not that downloads will be 10x faster, it is that 10x more devices can be connected at 4G speeds.
You've probably heard of Internet of Things (IoT):
IoT is likely to continue bringing more devices online, eventually the pace will exceed what the current infrastructure can support. Making these devices 5G compatible is a much simpler and more elegant solution than requiring Ethernet cables, or requiring manual configuration with local WiFi.
citation needed
I never found evidence backing the claims that 5G is a pressing need for IoT or enterprise usage.
Instead, there's a huge incentive for ISPs to replace wired broadband with 5G because the cabled infrastructure is the most expensive - especially in low density areas.
IoT is made easier when sensors can be built with wireless pre-configured internet connections built in. 5G is not necessary at the present time, but it is being built to accommodate future network growth.
You're right about ISPs trying to replace wired internet connections with wireless internet connections, though. This is a more expensive and lower quality service for customers, but far cheaper for the companies that don't want to lay proper fiber connections.
Direct endpoint consumers are not the only possible clients of 5G. 5G has applications in IoT and enterprise space, more than consumer space.
5G sold in smartphones may largely be a gimmick, and the point of plastering 5G everywhere is not necessarily to sell it to everyone, but to get the word out to everyone.