I have been going about every 3 years. My last was a Sony 930e but only a 55 inch. It had a great picture, but I definitely wanted to go something bigger. So about a year and a half ago to two years ago, I went with a Sony A80 K 77 oled and I love it. I don’t feel bad about doing the upgrades because I always recycle the other TVs to either another room in my house or lately what I’ve been doing is giving them to my son and daughter for their place. I’m hoping in the next three years there will be a 100 inch OLED that’s affordable hopefully made by Sony lol.