Spec wise it's a toss up between them.
In stores the settings aren't optimal so they might seem different when they are ideally not.
To summarize, Samsung has better colors and off axis viewing, while LG has Dolby Vision and a better UX
So just get whichever is cheaper / has a longer warranty.
Go to individual company stores AND big retailers like RD and Chroma when negotiating.
You never know who'll offer better discounts.
Make sure to play them off each other (by saying things like RD was giving me more discount / I have been a Samsung/LG customer for long enough and if you give me a good price I'll buy it right now / can you add accessories like TWS instead of discounts etc).
