I don't think 'hate' is the right word. Image processing is a big deal, and some do it better than others. Likewise, you do get a lot of brightness which you don't get from plasma when you go to LCD. But, yes, it isn't plasma, so people have to be aware of the differences they will be buying into.\n\nIf you are using that plasma, mostly during the day, in a well lit room, there is a good argument to saying that plasma was a weak performer and a decent LCD will outperform because of the added brightness.\n\nIt's also unfair to call the best LCDs a 'big downgrade'. Their image is excellent, they just can't touch the black levels which OLED can reach. They can do a fair bit with brightness though and HDR isn't half bad on them when the room has a bit of light going into it.\n\nStill, yes, OLED is king of raw image quality these days. If the goal is a one-for-one plasma replacement with a boost to 4K (or higher) image quality, then OLED is certainly the product for it.\n\n\nI am yet to see a LED TV I could live with. The image is just is just too vivid with unnatural covers, no pastels at all. I hate bright screens. And yes, there is little to choose in the in the natural colors between our top line 65" Panny Plasma, our 55" Panny plasma and the LG OLED in the naturalness of the colors. If you get up close then the LD OLED has marginally better definition. All have good blacks. All I want from a screen is believable colors and no distortion. The very highest definition is not a big issue for me. 2K is perfectly good enough for me. Any 2k Plasma beats any LCD in my opinion.