Yea I wanted the A95L but for a 65 inch it's about $3000. The Sammy I purchase has the best picture for the dollar on the market. I mean for $1600 you get a 65 inch Quatum Dot 1,000 nit minimum Oled with a super fast U.I and a 60 watt sound system built in plus a 5 year warranty. The value was too good with the S90C I bought.
I think for the majority its the best purchase at that price, as the price is amazing for such a bright OLED, it being a QD-OLED for better BT.2020 coverage as well. Rtings tells you to buy it unless you can easily afford the G3 or A95L, I agree with that.
For image quality nerds, I would suggest the duller Sony A84L with the LG OLED panel over S90C, because I dislike Samsung's image presentation philosophy.
I would save $200 more and get a Sony A84L, even though you lose the brightness and QD-OLED gamut increase over LG OLED, I consider Sony's image processing (in large part the motion interpolation specifically, which is necessary on OLED for pleasant 24fps content watching imo) so superior that its worth the trade off, plus the sound is better on the Sony due to the Acoustic Surface. The Samsung is 40W/2.1 on paper (Not sure where you're getting 60W from? The S95B had 60W and the S95C is 70W afaik), but the Hisense U7K for example is 40W and sounds better due to using a 20W sub rather than 2x 10W subwoofers. The Hisense U8K has a 50/60W sound system (depending on size of model) and it blows the Samsung away from my comparisons.
All thats just to give a bit of non-objective detail (like rtings gives) on the different OLEDs from Samsung, Sony and LG, not trying to make you feel bad about your purchase or anything, but just saying "this is the best purchase for everyone" isn't true imo, there are tradeoffs with the S90C that sometimes make a lower-tier/older OLED panel combined with other advantages, like: Sony processing, the OS, Dolby Vision support, sound system, image presentation/tonemapping philosophy, colour accuracy OotB.
For most people the image processing, motion, image presentation/tonemapping, colour accuracy differences are all irrelevant. So that only leaves the Dolby Vision advantage and sound system, which may be covered already by using an external sound system and the DV advantage is kind of a side-by-side situation, you won't know unless you see them both in a dark room.
When I sell TVs if people ask me whats the best overall to buy with flexible and large budget (with no external sound system and watching movies properly in a dark room), I'd generally say a Sony every time unless theres other factors like wall mounting or needs to be best gaming experience, then I'd recommend Samsung or LG.
Once you have a Sony, even your average punter, when they live with the image processing for a while, ime it does make them think other brands look lesser when they compare them after. Even if you don't know what the technical reasons are for it, time and time again I hear how they thought it was the best they've ever owned. Not everyone ofc, some people want that slim Samsung design or their more popping colours and they prefer that, each to their own.
TL;DR - Buy Any OLED except a B-series LG and you'll be insanely happy with it. B-series doesn't have good enough audio to use without a soundbar imo and the near black handling and brightness goes below a threshold where I'd expect many people will be happier with a Hisense 65 or 75" U8K or similar spec'd 65" MiniLED, though non exist at the price of the 65" B3/75" U8K. The same or bigger screen size MiniLED will be a better overall purchase than the 65" B3 unless you must have the best dark scenes and viewing angle to the detriment of almost everything else. The sound system is comically better and many people don't want to have external sound systems.