resurrecting this post a little bit as I am stuck deciding between the x900f, x930e, and the z9D and our knowledge friend @BillsFan4 said he likes to discuss this type of stuff.
So at my semi local store I am able to get the below pricing for the 65" models
900f - $1999
930e - $1999
z9d - $2699
I have been researching for the entire month of June and viewed the tvs in person, however they have never been directly side by side normally they are on different parts of the show room.
I am against the LG OLED for 3 reasons:
1) I feel like i loose so much detail in the blacks that are there on the LEDs, most particularly was on a black fleece that had a logo you could clearly make out on the LED tvs, but the OLED you had to know it was there in order to see it
2) the upscaling on the sony LEDs is amazing, my local shop will routinely switch between different input qualities to showcase each tvs ability to upscale the content and the LG OLED tvs just could not keep up
3) The tv will be in a living room with a window on either side of the tv (windows will be on the same wall as the tv) and since it generally is a brighter room i feel like the brighter LED tvs would work better in the space.