Because Samsung TVs deliver 90% of the quality at half the price. There's a reason basically every single major TV reviewer put the x95c as the TV of the year in 2023. LG and Sony eke out minor quality victories at massively increased prices. I do miss my Sony up-scaling quality for the odd old show I watch. The Samsung is noticeably bad here.
If I could have purchased the LG G3 77" around Black Friday timeframe last year for cheaper than the Samsung I absolutely would have. I really wanted to go with the G3, but was around a $1,200 difference that was hard to justify for the bump in quality.
At least a few years ago, it was cheaper for me to buy an 55" LG OLED TV than a comparable Samsung model in the US, and that was factoring in the Samsung employee discount I had at the time.
