AM SEEKING:
Decent screen brightness (Room gets a fair amount of light)
OK sound (I know today's TVs don't have great sound - just looking for acceptable - I like volume on quieter side anyway. May get a soundbar eventually.)
Any brands to avoid? Any with known reputations for early failure? (Like I wished I knew before buying my *%@# LG fridge

NO OLED: I'm sure it's great! Just too high a pricepoint for 65" and don't want to settle for a smaller screen.
Reviewed rtings.com, tom's guide, Cnet, but they praise or criticize features I'm not sure will matter much to a low maintenance user like me. BH tips are usually the most helpful/level headed.
Not looking for entry level or cheapest - just a decent value for the price range. Thanks for any wisdom you can send my way - hoping this helps others as well!
