I am picking up the Sony myself today. My dealer called me. Main reasons is that it gets brighter with HDR content than the LG, and I like Sony's more accurate color IMO. A vast majority of my content is HDR. To be honest though it's not much a different and the LG has better response time and HDMI 2.1, so I completely understand going with the LG.
I really looked at TCL, they by far give the most bang for the buck, but I have read multiple reports on reliablity and non existent customer service, which is why I ruled both them and Vizio out early on.