Buying 77" OLED TV, which one?

So I'm buying a new TV in boxing week and struggling to decide. Upon research i've narrowed to:

- Samsung 77" S90C (2023) - $3013
- LG 77" B4 (2024) - $2700
- LG 77" C3 (2023) - $3100
(Canadian $)

TV's going into a basement with full lighting controls so glare / outside light not an issue.

B4 clearly not as good as the other two (S90C and C3), but from what I've heard will do just fine. And it's a 2024 model. Are the other two really that much better to warrant an extra $300-$400? And if so, I've read the S90C was the defacto winner last year in terms of value for price; so should I pull the trigger on the S90C?

This will be my first OLED TV buy so looking to get it right, but don't want to spend much more than 3k.

Thanks!