I'm telling you, those quoted brightness levels don't mean Jack shit, in all honesty! Now I've seen both sides of the equation, I'm never being fooled again!
Yes these TV's can hit 2% field peaks on a UHD alliance test pattern, but in real content it's absolute bullshit; as the backlight lowers itself to such a degree to keep speculars bright and darks deep, I've even seen way brighter speculars on the OLED in well lit scenes, compared to my 1300nit FALD even!
Until there is a fald with thousands of zones, or MLED, OLED will always be better, I was a massive FALD fan too.
Let's ignore Sony's industry-leading dimming algorithms for a minute and discuss full field brightness on OLED and LCD.
The LG C7's full window sustained HDR brightness is 137 nits.
The ZD9's full window sustained HDR brightness is 670 nits.
If you're wondering why I'm using full window sustained brightness as the comparison, it's because HDR gaming uses the entire panel whereas movies won't due to the black bars on the top and bottom. With the ZD10 at almost 3000 nits I'm very curious to see the difference in HDR between LCD and OLED again, because right now I think the ZD9 already beats OLEDs in HDR quality.
Brightness aside, I wonder how many local dimming zones the ZD10 or whatever it's called will have? Sony's local dimming algorithm is the best in the industry so if they can continue a high number of zones with quality dimming then it's going to get very interesting.