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I went with Sony in the end due to OLED being more natural to my eyes, image processing on Sony being better in my opinion (especially upscaling which is superb) and Dolby Vision being the HDR format. Plus I’m all Googled to the max in the smart home stakes, so it was the choice for me. To be fair you can’t go wrong with Sammy, LG or Sony imo. All do amazing tvs.