I was in Best Buy yesterday to grab an audio cable and while the salesman was doing his thing, I checked out the 4 Sony sets that were on the wall. I asked if these were the new 4K sets and he said just the one on the upper left was 4K. He said, "not much difference between the 3k and the 4k picture" and I agreed. In fact, I liked the 3k in the bottom left the best. I asked about the Samsung UHD curved and he said it was down on the end and I checked it out on my way out of the store. I realize that the sets are at the mercy of the person that sets them up, but the Samsung picture was incredible. I didn't watch for long, but when the time comes, this is a serious contender.