I also know people happy with their OLEDs, but if you use your OLED at anything less than 100% brightness throughout the day, the only reasonable explanation is that your living room is much darker than mine. Which is fine, it makes it easier for you to enjoy your TV so good for you - but if someone crazy if they suggested that an iPhone never needed more than 30% screen brightness (which if the scales match would be brighter than your TV setting), I'm sure everyone would agree that they were wrong, even if it is sometimes enough.
For reference, I have my QN95A on max brightness (with auto-dim to not be killed at night), and it's not quite as bright as I want, but bright enough to be comfortable - and I don't think I'm being unreasonable. I do have windows both left and right and can look straight at the sun from my couch position twice a day (sometimes both ways due to neighboring reflections), and for WAF reasons my curtains are the thin kind.