I’m thinking about upgrading my living-room TV, a five-year-old UHD TV that doesn’t support HDR. The process of choosing a new TV has me thinking seriously about a question that several Cineluxe writers have already attempted to answer: How do I define the term “luxury”?
For me, luxury simply means going beyond what you deem necessary in a given purchase. Whether it’s cars or watches or speakers, we all have a standard in our minds of what the base model is, the thing that will get the job done in the manner we want it done. And then there’s the thing that goes beyond, the thing that delivers a higher-quality experience that may not be necessary but is oh so delightful.
The standard is different for each person, which means the luxury is different for each person. I’m generally a frugal (okay, cheap) person. When I shop, I tend to start at a base model and actually talk myself down to something less. The plus side of that approach is that the luxury bar isn’t set terribly high. Sometimes just buying a brand name feels like an indulgence.
But that mentality goes right out the window when we’re talking about TVs. I’ve been a video reviewer for over 10 years, so I’ve had the good fortune to spend time with the creme of the crop in the TV category. I’ve had a taste of the best, and it has definitely raised the baseline standard of what I demand from a TV.
I won’t buy a new TV that can’t deliver a true HDR experience—by that, I mean it must have a great black level, above-average peak brightness, and support for both HDR10 and Dolby Vision. And since manufacturer review samples tend to be 65-inchers, I’ve grown accustomed to that screen size—anything smaller just won’t cut it.
Those requirements already set a baseline that’s higher than what the average person deems necessary in a TV, which is causing quite the internal battle between my inner cheapskate and my inner videophile over what’s essential in this purchase.
The (ahem) frugal side of me is leaning toward a midrange 65-inch LED/LCD TV—something with a local-dimming full-array LED panel and a respectable amount of peak brightness. As we discussed in a recent podcast, the performance of these midrange TVs has gotten so good
that the vast majority of people will be truly blown away by the picture quality. My mind knows that these are very good performers that have the features I demand. They check all the right boxes. It’s a no-brainer.
But my heart has something else to say on the subject. It longs for the luxury of the far pricier OLED TV. I know rationally that, from a features standpoint, an OLED TV doesn’t really bring anything more to the table than those midrange LCDs. And while its performance is certainly better, it’s not two or three times better, which is how much more you’ll pay for a similar screen size—and that’s if you go with the “budget” OLED option. The true luxury purchase would be a flagship model like LG’s Signature W8, whose picture quality is essentially identical to lower-priced models in LG’s line. You’re paying for the sex appeal.
Ultimately, luxury lives on a sliding scale that’s determined entirely by our personal experience. Once you’ve experienced the Nth degree of performance and design—be it in a TV, a speaker, a control platform, or even a lighting system—your baseline is bound to shift. You may know you don’t really need it, but it’s hard not to want it.
Adrienne Maxwell has been writing about the home theater industry for longer than she’s
willing to admit. She is currently the AV editor at Wirecutter (but her opinions here do not
represent those of Wirecutter or its parent company, The New York Times). Adrienne lives in
Colorado, where she spends far too much time looking at the Rockies and not nearly enough
time being in them.