Although every year newer Oleds improve features meant to prevent burn in, it can still occur

Plenty other excellent TVs out there which are full featured and not lacking whatever bits LG inexplicably decides to ignore.

How many and how extensive those features available by firmware

There is a bluetooth option is a nice feature, however, I ran into some limitations with it

Every year, LG improves features and visuals in their lineup, somehow while staying aggressive on pricing to make them more affordable compared to previous years

Sometimes there is too bright, like staring at a computer screen all day, and there is a setting to reduce eye strain, which is a nice and helpful feature

We also have the Apple TV 4k, and pairing that with this TV takes things to the next-level, as Dolby Vision and Atmos are used - by both the Apple TV 4k, as well as with this TV.Overall, we're very happy with this TV and no regrets whatsoever.