1. Exceptional Picture Quality: The Cognitive Processor XR delivers lifelike visuals with deep blacks, vibrant colors, and high peak brightness. Users rave about its performance for gaming and streaming.

2. Gaming Excellence: With HDMI 2.1 features like 4K/120, VRR, and ALLM, this TV is a gamer's paradise. The Game Menu consolidates all settings for easy access.

3. Smart Features: Google TV integration provides seamless access to streaming apps, and voice control via Google Assistant adds convenience.

4. Surprising Audio: Many users were impressed by the built-in sound quality, noting clear audio and even a pseudo-surround sound effect.

5. Premium Build: The sturdy frame and stand give it a high-end feel, though its weight (70lbs) requires careful handling during setup.

6. Minor Drawbacks: Some users reported issues with internet connectivity or firmware bugs, though these seem isolated. The TV tuner sensitivity could be better.

7. Overall Verdict: Despite minor quirks, the X90L offers outstanding value for its price point, especially during sales events like Black Friday.