Sony really seem to have been successful in making it an entry level OLED. If it weren't for upscaling and colors, I wouldn't have considered it. Thankfully the color issue is solvable, which leaves only a single parameter which it is superior.
I can totally relate to your situation. I have a special place for Sony since the PS1 days. The fact that you being loyal to a brand, and then jumping to another, says a lot about the overall superiority of the C9. Sony are launching the PS5 this year, their top end LCD, the X9500H doesn't even have HDMI 2.1. How absurd is that?
I hope I share the same view as you, on the LG, when I purchase. Will certainly save me some money as well