I wonder, since the AUO 43" panels got such attention, if LG has given thought to releasing the 16:9 equivalent to this around the 40" mark, basically the same panel just more vertical. I have a different 38 now and do like it alot. Not surprised that this model is as good as it is. But 16:9's still have their uses. And while OLED is wonderful, 48 is still bigger than I'd prefer unless it was going to be at couch distance. But again, preferences vary. I just thought they spent so much effort bringing this panel to life that simply using the very same thing but cutting it 25% taller would have been an easy 2 fer win. And then that AUO VA 43" panel would have had some competition.
Unfortunately the 40" size seems pretty much dead as TVs start at a minimum of 43" and monitors in 16:9 are mostly 32" at the largest, with some 43" models. 40" would be ideal for 4K on the desktop without scaling.