WHAT YOU SEE IS NOT ALWAYS WHAT YOU GET. Seeing how good a picture reproduction is and how rich colors are is better in person. Yes, you can make color adjustments, but seeing in person is still the best indicator for picture quality. You can also look at other factors like refresh rate and overall quality.
GREAT PICTURE DOES NOT ALWAYS EQUAL GREAT SOUND. There's nothing more disappointing than having a new 4k TV delivered to your home only to plug it in and have it sound like the speaker is in a can of soup. Poor sound can totally suck the life out of a great buying experience. Yes, there are soundbars and speaker systems. And if you want to go for the whole entertainment system, then this might be a good work around. But then we start getting into other issues with sound to picture sync. That's where the person's mouth moves, but the words don't match up.
Note: Taking a new TV home from the store = instant gratification
WHAT TO DO. I research a TV online. Once I find one I might like, I get the model number and search local at bestbuy or Walmart etc. If someone has it in stock, chances are it's setup on a wall to test drive. Go down to the store and look at it and compare to others that they have on hand. Ask to see the remote and play with it. How does it look. How does it sound? If you like the TV, you have the choice to take it home now or have it delivered. You can buy from this store or from online, but at least you won't have to send it back unless it's defective.
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