Just received my Samsung 55 4K TV today. I am using this as my TV for the theater room of my guest house. In my main house, I am using an Epson 5030UB projector in its theater room and an old but reliable Pioneer Kuro in my living room. The reason why I went through the motion of mentioning my other displays is that I am not accustomed to an LCD/LED for a large-panel TV. My initial impression is largely positive. Just by tweaking the basic color functions, I was able to arrive at a color presentation that is acceptable to me. The skin tone and black levels are quite impressive. The sound using default movie setting is acceptable. Glare which is a common annoyance in curved TVs was pretty non-existent in my light-controlled room. What I find distracting is the "soap opera" effect. It is highly noticeable when Auto-motion is on, even set at low. It is minimized but not completely eradicated when I turn off the auto-motion. Any suggestions to further eliminate this effect? I never notice the same with my projector and plasma TV. Do the higher-end LCD/LED no longer suffer from this?