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From the article you linked:

The 65-inch LG Nanocell NANO91 65-inch model, for example, will set you back $3299 RRP. It’s a lot of TV for the money, especially considering that the 65-inch LG CX OLED we tested retails for $5399.

The 65" LG OLED unit I bought less than a year ago was a bit over $2k at Costco. I have no idea what that 65" for $5399 has that I don't have for less than half the money, but I'm happy enough with what I've got. Costco (members only) has two LG 77" class units on their web site, one for $3950 (OLED77CXAUA.AUS) and $4200 (OLED77B9PUA), but the one for $250 more comes with some sort of rebate card worth $250.

(Full disclosure: I have a small position in Universal Display, ticker OLED.)
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