Let me start this review off by going right at everyone's fear that want to buy an Oled TV but fear the word "Burn in" by stating the history of OLED TVs I've owned. I am a heavy gamer and my tv is on for over 8+ hrs a day between my little one, my wife and then myself gaming at night. I had a C6 that developed burn in after 2 years (roughly 8000 hrs in) gaming heavy and not understanding the whole "burn in effect". My warranty replacement was the C8 and I gamed even longer and harder on this set and had 0 burn in effects. The company has made huge strides in helping almost eliminate this from happening. Can it happen if you leave a static image on screen for hours upon hours, weeks after weeks, months after months? Yes! But knowing this and just in generally speaking, not many people watch the same thing every day for hours on end without mixing it up? It's very rare with these current models because of all the tools LG added to the TV like Screen shift, Screen saver, Logo Luminanve Adjuster and Pixel Refresher. You do not have to worry about burn in with these new sets. First off, the picture quality is top notch. I dont think there is another tv on the market (especially at $2800) that produces this level of on screen beauty. Color accuracy, pure black levels really make the colors pop off the screen, amazing contrast, etc... Anyone who says these tvs dont get bright enough have not sat in front of the tv. Its blinding! The HDR is beautiful! The upscaling is the best this series has ever had to offer. I believe they stressed the new A9 gen 3 chip was heavily focused on improving the upscaling, and you can really see it with this model (especially coming from a C8). The AI Picture and Sound features are huge upgrades and the great thing about them is you get to see a first hand example of their effects in the tv setup options. The AI picture mode really does a great job with human faces. The AI sound mode really helps single out the talking over the loud background sounds. In general it makes the tv so much louder at lower volume settings. Now on to the reason I wanted this TV so bad and what makes this tv the best in the business. It is designed to be a gaming tv. Usually when you think Oled, you are thinking about a high quality 4k movie watching tv. Well now not only is it that, but now it's a top notch gaming tv that easily rivals the best gaming monitors out there. It is fully future proof for the new systems coming. The tv has HDMI 2.1 which the new systems will take advantage of. It has insanely low response times with 4k 120hz BFI (Black Frame Insertion. It comes with built in Nvidia G sync and VRR. The Xbox X currently let's you use VRR and auto low latency on this tv along with 1440P 120 if desired. Graphically it's the best looking tv I've ever gamed on. The HDR lighting is much improved from my C8. I think because this set gets a bit brighter than my C8. It also has Dynamic tone mapping which adds a beautiful little extra brightness to your game picture quality (if you prefer it). And it also has HGIG but as far as I understand, not many games use it currently so I notice the lighting still looks better with Dynamic Tone Mapping alone without the HGIG. Also I notice in faster moving games that I have more control. Like in NHL Hockey 20 and Call of Duty, I can actually feel a difference in what I assume to be the better response time with VRR and Auto low latency checked on. I'm not sure what exactly technology is working here but all I can say is what I physically feel. And it's an improvement from my C8. (More control) I cant imagine how it's only gonna get better as the new systems are improving these areas. I must apologize for all the things I've left out, like the amazing operating system WebOS which is silly smooth and fast controlled by the magic remote (which is like a Wii remote you point and click). Dolby Vision and Dolby Atmos, HDR 10. All in all, I highly and strongly recommend this tv for anyone looking to upgrade. If you are a movie buff or a gamer, this tv is a no brainers. The best part is it is close to $1000 cheaper than its usual release price. Kudos to LG for getting it out with a great price point. Get this tv and enjoy its beauty! Pictures I post dont do it justice. My camera cannot capture the detail and it add blooming that is not visible on my tv. Black is black!