Some initial impressions of the tv, from the first few hours:
Like
-The covers on the back, routing the cables down the centre channel. No more HDMI mess hanging out of the side of my tv.
-HDR. I may have to eat some humble pie, because it looks like peak brightness DOES matter.
-iPlayer video playback is silky smooth (on the EF950 it's choppy as hell).
-Youtube plays "proper" 4k.
-The Youtube app is smoother to use and aesthetically pleasing.
-Motion is good. I've never had a problem with motion on the OLED, so read into that what you will, but all -I've done so far is turn on True Cinema on MotionFlow - which if I remember correctly from the W905 days was what was needed for blu ray playback and effectively off when not fed a 24p source.
-No obvious fade out at the edges, from either side of my sofa.
-Bright, punchy image when sat on my sofa.
-Not DSE.
-3D is pretty much perfect with regards to crosstalk.
-No sign of dark corners.
Dislike
-Android TV.
-It's very slow to respond (slower than the EF950, and almost as laggy as webOS was on the EC930).
-The menus are hardly intuitive, and video playback stops in some apps when you go to change the picture settings.
-The remote is crap, I keep pressing the wrong buttons (that last bit may be more me than the tv though!).
-The lack of a pointer makes it a chore to operate.
-Cluttered, ugly home screen full of crap I don't want.
-Seemingly unable to play 4K/HDR over DLNA without major stuttering (may be my setup, I need to do some testing).
-Off axis (when I walk into the room and round the tv) it does look like an LCD, with skin tones going that weird oil slick pink/green.
-The covers on the back are a bit of a faff to get back off when you realise you've stuck the HDMI cables into the wrong sockets.
-Every time I switch to the Panny blu-ray player the tv is going to another input (HDMI 4) for some reason I've yet to figure out.
The sun will be going down shortly and I'll start recording some videos if anyone's interested. I'm thinking it'll be good to pitch the OLED and Sony against each other in the apps that I can get close to parity with; Amazon and Netflix, with HD, UHD and HDR content.