If you like Sony image processing/upscaling/sound, the Bravia Mark II won the best TV in the Shootout (to many, many rumbles of disagreement, primarily due to the upscaling). The 2024 Panasonic is currently on special, and you can get the Panasonic 65-inch Z95 MLA OLED for under $4k, while the Sony Mark II is about $5500. Some tech differences are simplified as MLA (2024 flagship) vs RGB Tandem (2025 flagship/future direction, though some will say that Micro RGB will replace OLED soon). I went 2 years ago to spend 10k on a 70/80 inch MLA and came away with an 83 inch Sony from the year before (A90J) at under 5k that I still love today. So work out what's most important - size, sound, upscaling, UI, works with your iPhone/Airplay, warranty is better or just plain ol price.