There are very good reasons to buy a samsung or even other brands, as you would easily see on rtings.com. The biggest difference that you will see between sets on display in a big box store is not the brand but typically the Features like FALD or refresh rate (which is only important in gaming and sports to me) and HDR formats. In order to make all those TVS display something they have to give a feed that meets the lowest common denominator. When you compare these sets to a Sony or Samsung display that has its own feed its not a fair comparison.
Also, the quality (or lack there of) of the feed on the standard feed is why its hard to compare a 4k tV to a 1080p TV or a fald tv to no dimming or a IPS VS VA or HDR 10 to Dolby vision. The same feed will not show the difference and in some cases will hurt.
Example - IPS panels have a wide viewing angle and may look better in store with the same feed but most IPS panels don't have a lot of the features of VA and don't have good blacks or contrast.
https://www.rtings.com/tv/learn/ips-led-vs-va-lcd
They also don't have FALD most of the time which is a game breaker for me. But that's just me, I really like good black levels but don't want to pay for OLED.