little less (though if it's a main family room, I don't want it ugly). This particular TV will be more of the latter: a theater room/man cave type of TV, where the quality matters more than the others (cheap TVs for the bedroom, medium for the main living room/kitchen area, nice TV for the dedicated TV room, which will be the primary TV for watching movies).
Our current living room TV is a Bravia (an x900 series, I think I paid about 1k for it, was pretty good at the time, and was the only TV in our house for a long time), but I'm thinking something with OLED for this one.