I`ve had this about 5 weeks now and I must admit, as a 61 year old, I`m not as technically minded as some of you on here, , however here as some of my observations. I`m connected through SKY Q (not HDR box though) and have a seperate Soundbar.
I think when we buy a new TV we always try to find the faults or failings as opposed to the good things and value for money.
I have used the settings suggested by M1987 on Cinema Day and find these excellent for general viewing, ie TV on a night, the Mrs Watching soaps, TV dramas, the news always on HD etc. However my wife and daughters family (over on Xmas day!) liked the Sport settings when watching football- although I found it a little bright!
When using BBC I Player via the Skq box it doesn`t allow me to play HDR but I selected this from the TV app and when watching A Perfect Planet, just on the default HDR Cinema Day the picture was absolutely stunning- it still has a lot of the motion settings on, by default, but I have to be honest I didn`t notice any motion issues and was almost open mouthed at the screen.
Regarding motion, which a lot of people switch off completely, again from third party viewing on Xmas day when watching Frozen 2 (!) the Ultra smooth motion gave the film almost a 3d effect and whilst it wasn`t for me, they loved it- there was occasional vertical judder which I noticed but they never mentioned it all!
I do watch football on Sky, and I do notice when the cameras pans across the pitch, like bands of random shadows that are fixed in the panel- I`m not sure if this is a fault and its not to bad, once agin though nobody else noticed it- but does anyone recommend a you tube video where I can maybe see the screen and check it??
In summary, I think the source of viewing is certainly a factor, along with the viewers perception of wanting as close to perfection as possible but at the end of the day I think this TV is every bit as good NB the built in sound bar is also very good for general viewing.