I spent a lot of time researching this decision online before heading in-store. I wanted the absolute best picture quality I could afford but didn't care about much else in terms of 3d or curved screens. I knew walking in I was doing 4k and HDR, since my main reason for upgrading was being annoyed at my ~6-year-old Samsung's poor image quality in dark scenes. It looks pretty good for news and such with the lights on, but in a dark home-theater setting it was, frankly, disappointing, which I something I never thought about when buying it at Target in Black Friday madness. This time I wanted to buy something I wouldn't be wanting to upgrade after just a few years. I went in to compare the picture quality on stuff in the same $500-800 range I'd bought in a few years ago, and realized a lot of the benefit of HDR is lost on the screens at the bottom of the HDR price range. The store was busy since it was Holiday season, and all the blue shirts were busy for a while A Sony rep convinced me to look at the next step up, in the $800-1000 range, and I could see immediately that for dark room settings, you could really see a difference. After comparing the image quality on the LG with the top of the line Sony Bravia XBR55X930D, I knew I wanted the OLED instead. I planned to wait for closeout sales or something but they had an open box for the same 1500 as the Sony, so I snapped it up. A month in, I really have no complaints. I got the Samsung UHD Blu-Ray, and the extended cut of The Martian, and it really was stunning to see the color depth, even in a film that's mostly just shades of red. NFL games look great, with no motion blur or any upscaling issues I can detect. I also haven't noticed any washout when leaving news on as I'm up and about with windows open and bright sun in the room. PC gaming at 1080p looks fine, and 4k PC video looks great, although my media center pc isn't powerful enough to game at 4k, so I can't comment on performance at 60fps vs input lag in that scenario. I know there were firmware updates for this so I'm confident those issues will be resolved in time anyway. The magic remote is really cool and convenient. I wind up swapping between it and my Logitech Harmony 650 since the Smart remote is WAY better than the harmony 650 in terms of having air mouse and voice support. One minor annoyance is that the USB ports are always powered, so lighting kits have to be turned on and off instead of activating with TV power. I picked up a BASON LED backlighting kit for 55-inch tv's on Amazon, and it really is the perfect complement. It reduces eye strain in the dark, and it eliminates the need to flip on a light to find your drink or see your way to the restroom. Since I chose a kit that covers all 4 sides, It was a little tricky getting all the wires hidden, and you can see the LED backlighting from the side due to how close to the edge I had to mount it. Since it's a smart TV, I don't need my old Chromecast or fireTV stick, which would have benefitted from always-on power. I wish there was at least an option to have the USB powered only when the tv is. The only issue with the open box item was that I realized the mounting screws for the base were missing. Fortunately, standard VESA screws are easy to come by, and I had some spares from a monitor mount. I feel like I saved $500 just for scrounging 4 screws! I wound up with the tv+2 year geek squad coverage for less than the tv's sale price, so I feel confident if I have issues from the open-box deal I'll have plenty of time to get them resolved. Finding deals like this is why I always try heading in-store before making a purchase.