So true, I have an LED Sammy in my living room that's like 3 years old and I don't even want to use it now that I purchased a LG C1 for gaming that I use in my bedroom. I'm so conflicted right now because the C1 while offering greater picture quality it handles reflections really poorly. So I'm hesitant to get an OLED for the living room that gets a lot of natural light. But when I watch movies on my old Sammy it bothers me how much the colors and overall picture is just not as vibrant as my OLED. I've read that with Sony's A90J being brighter it does handle reflections better but I'll have to do more investigating for myself.