I purchased this TV in April 2024 as a temporary set for my home cinema room, while in-between projectors (my last one was a JVC NZ8), but it's so good that it's going to be hard to go back to a projector!
The picture quality, after set-up and calibration, is incredible, especially in HDR (the attahced photos were taken with my iPhone and don't do it justice). The small "downgrade" in size (my PJ screen was 88" diag 16/9) is more than made up with the significant upgrade regarding everything else: picture quality, color volume, highlights, black level, contrast, even motion... I sit at 1 screen width, so I only had to move my seats forward slightly to get the same immersion (in fact slightly better) and a much better picture quality than with my high-end projector costing more than five times more.
The JVC was no slouch, but I have zero regret with the S90C, especially at that price. Every single film I re-watch looks significantly better. The picture is very organic, not artificial at all (with the right settings). With QD OLED there is no blooming, and the off-axis performance is excellent, which means that even if your sitting distance is close, there is no discoloration on the side of the picture (for yourself or those sitting next to you), contrary to mini-LED.
I almost bought a Sony A95L before I realised how much of a bargain the S90C is (same panel, excellent processing, good color accuracy out of the box). No regret regarding the A95L either, this set is brighter and once calibrated, just as good, even with low quality content. The S90C might not be as accurate out of the box, but calibrating it to near reference is very easy. It's a better option for gaming too, thanks to its 4 HDMI 2.1 ports.
The integrated sound is very good for a TV. I use a full 9.2.4 setup through an AVR, but for TV or casual use I find the TV speakers very decent.
The only item missing on the features list is Dolby Vision, though with an HD Fury device (I have a VRROOM) it's very easy to add DV compatibility to this set if it really matters to you.
With almost 1,200nits peak white, I don't think Dolby Vision or HDR10+ bring much to the table. There is so much contrast and the picture is so good with static tonemapping that there might be a minor loss of highlights with very bright titles, but with most of the content DV/HDR10+ makes little to no difference, so it can really be disregarded.
I use this TV in a fully dedicated room (the anti-reflection filter is good for sports or TV in a living room with some ambient light, but in my opinion your really need the lights off to have no reflections at all during movie watching in a cinema room).
Installation was easy, and 77" is the largest size I can bring into my current room due to a cramped stairway, so I'm not missing out on anything. Make sure that you have enough ceiling height in your room to unpack the set, as you need to lift the outside of the packaging up, which can be tricky in a loft space, especially with a slanted roof.
The OS is fine (better than what most say), but I don't use it, I use external sources (including an ATV 4K and a FireTV 4K Max for streaming), so I can't really evaluate the internal apps as I don't use them,
It looks great with its minimalist design, and I like the fact that the pedestal makes it usable on a stand that's doesn't have to be as wide as the TV if you're not wall-mounting it.
I would highly recommend this TV to anyone looking for excellent quality at an unbeatable price. Even at twice the price, it would still be a bargain!