I have a hard time with the price, not just because it's crazy expensive for a TV, but because of how other TV's compare these days. I was close to pulling the trigger on the curved 1080p OLED 55" LG last year, but skipped it. Then I almost pulled the trigger on the flat 4K OLED 55" this year (great deals on eBay from approved sellers), but instead picked up a Hitachi 65" 4K set. Non-HDR, non-120hz, no fancy magical arrays of LED planes & unicorn tears & whatnot...looks absolutely stellar.
I am far more of a picture quality snob than an audio snob, because with audio, you hit the point of diminishing returns at reasonably low price-points, at least to my ears. With picture, I'm a lot more picky because I know how the picture is supposed to look, and crap TV's & crap projectors just look awful. However, 4K has kind of changed all that because you get quadruple the pixels per square inch, as well as pretty dang good upscaling technology on the 2016 & 2017 sets. I'm watching a 4K Netflix show on my BIL's 55" TCL 4K Roku TV ($499 retail, $379 BF) right now and it looks absolutely phenomenal. I just got a 65" Hitachi 4K Roku TV from Sam's Club for $708...no real regrets in not springing for an OLED whatsoever.
So that's just my 2 cents. btw, the Hitachi replaced my 60" Mitsubishi DLP rear-projection, which I dearly loved, but with the light engine dying even after replacing the bulb, it just didn't make financial sense to keep it anymore. I looked at a zillion TV's & didn't like any of them because my DLP was so awesome. The one I liked the most was the HDR X940D from Sony (75"), but it was too big for my room & way too expensive. Also liked the OLED's, of course, although I would have taken the Sony LED HDR over an OLED in a heartbeat after seeing them side-by-side. However, after seeing the TCL/Hitachi/Insignia 4K Roku sets, I was convinced. I miss my DLP just because it had a really awesome film-like cinematic picture for live-action movies, but now both movies AND cartoons look really really really good. Something to consider if deep down you don't
really want to blow three thousand dollars on a television set