X95 is a very different beast than X90.
In the environment of showrooms , not only the ambient light shroud your eyes but also reduce perceived contrast .
Therefore it is literally impossible to determine Picture Quality in the store .
I keep bringing contrast back to the topic because that is what makes pictures pop from the screens . When we find something looking good , it is usually because the contrast is strong.
There is also the matter of these looping DEMO is tailored to hide the flaws of TV , typically featuring large bright and colorful objects against a dark background to project a sense of contrast .
Most of these are " easy jobs " for TVs and will not be representative of your actual viewing experience .
The real challenge lies in extremely bright /dark scenes where the TV need to precisely dim down or brighten up a smaller portion of area , such as scenes with small shiny stars in the space which are rarely featured in LCD TV demos .
No .
People are tired of me repeating myself so I will just throw these diagram here .
X90H

X95H

As you can see , the X90H technically has a faster S.O.C than the flagship X95 but it lacks a major co-video processing chip code named BE4K [Bravia Engine 4k] in the diagram .
Hence everything on X90H from audio , OS and PPP are handled solely by that chip .
Despite of the extra juice , these will translate into loss of Picture Quality here and there .
When you compare it against the flagship TVs which the OLEDs usually are , the difference become more distinct especially in HDR scenes .
Even if we disregard everything we had discussed above , the nature of self emissive tech still provides OLED with edges such as fast pixel response times leading to dramatic reduction of blur, impressive wide viewing angles and wider coverage of colorspace among other features .
These are no subjective opinions . Unless you are colorblind , you can clearly perceive many of these advantage such less blurs , more colors palette even if you are not professional colorist .
Of course if both screens are looping the default demos , it would be hard to tell since most TV demos are designed to hide the flaws of LCD TVs , contrary to popular belief .
If you want to test the TV capabilities thoroughly , bring your own test clips . A few 480p and a couple of clips from the recent LOTR remastered collection should do the job .
This is quickly escalating into a comparison of OLED VS LCD , which is
NOT my original intention.
X90H is a decent TV with a lot of features and its primary focus is on gaming , not picture quality .
Just don't expect it to match , say an OLED CX or A8H . That is just not rational .
Thanks for the diagram. Help understand the tv connections better. EARC i believe its at HDMI 3 port (arrow looks like its at HDMI 4)