I was up at Best Buy picking up Prey so as usual I took a tour of everything. The OLEDS on display were back in the corner and there were like 2 of them. I'm sure there were a couple more in Magnolia section but the point being the 4K LEDs overwhelmed them. Unless dropping $2000-$3000 is not an issue I don't see how you can go that route. From my causal eye the brightness is heavily favoring the LEDs. It's looks like they took another big step forward while OLED took a half step. It's reminding me of plasma all over again. The OLEDS look amazing but get hurt on a side by side comparison in the big box store where one technology is far cheaper and brighter screen just has more pop to it.