For all guys debating here, burn-ins is a reality in OLED, rtings even acknowledge that for C9 and CX. Sony's reference monitor has shifted from OLED to Dual-layer LCD for both 1000 nits and burn in complains as heard from movie makers in Hollywood?
As an OLED user, should you care? Yes/No, depends on your usage. C7 and C8 were horrible, I got a friend who got burn ins within 1-3 months. Since C9, it improved a lot, but ABL could turn white to a bit grayish in HDR, just like the complains about blooming and grayish blacks on LCD in dark rooms.
Overall, C9 and CX are wonderful, although they stutter at 24-30fps, the picture quality is wonderful and HDR performance is great for most people. If you don't use it for more than 8 hours continuously, then you should not be worried. It fits those busy people who don't have that much spare time.
If you're more into productivity like me, then Sony is no brainer due to being the most color accurate out of the box, unless you're gonna spend another $200-300 for calibration. And if you use your PC like me for hours, whether it's for video/photo editing, surfing the web, or any stuff that might take long sessions then you better avoid OLED's as well.
Price? Well, we all know that X900H is the best bang for the buck, but not everyone is on a tight budget. It's a plus, but not deciding factor for me, at least.
Would C9/CX survive for years? Not sure, I personally doubt that, but LCD's will be there for more than 10 years when they're demoted to other rooms inside your house and still stand tall.
Everyone should pick the tv that he/she can live with its negatives, there is no perfect TV out there.