Ah, ok yeah. I just assumed that everyone here is probably buying a TV with gaming in mind. I think best case scenario for gaming is still LG, given that it has the VRR support, plus G-Sync. In terms of post-processing, Sony is great for film and television, but a solid calibration effort can go along ways in improving any Game Mode, regardless of the brand. I currently have my 2017 LG calibrated.
Where LG needs to improve is in the OLED technology that is causing raised blacks in VRR, and to increase the level of peak brightness with HDR.
If someone tells me they want a TV
right now and they can't wait and they want VRR + G-Sync there is no other choice definitely. I'd just recommend waiting and get the whole package with Sony, there must be a reason they are waiting on VRR, they keep talking about certification from someone so maybe those folks aren't happy with how it is in TVs yet.
I just used to watch LG and Sony OLEDs right next to each other all day and play tons of different content on them and even my LG colleague agrees the motion interpolation + BFI is miles ahead, with tonemapping being a bit more natural on the Sony, the aforementioned gradient handling and colour accuracy being better OOB without calibration, and I think those things all really add up to trump the VRR and G-sync features overall, I would rather have higher quality pixels than smoother motion. I mostly play on PC as well so that rarely affects me because I'd never play a game not locked to 30 to 60 or 120, I'd change res/settings if it wasn't locked until it was.
Its going to be fantastic to not have to worry about small fps drops (on console especially where you can't do shit to fix it) that in the future will be handled by g-sync + VRR but I'm not willing to sacrifice the overall IQ for it right now.
I know most people don't have the chance to compare TVs as I have so to most the gradient handling, tonemapping and colour accuracy OOB its not going to be a difference they can really grasp without seeing it.