The E7's OLED is mounted directly on its glass surface, creating what Pocket-Lint calls "an incredibly thin, ridiculously gorgeous but also startlingly robust screen that enhances any room it sits in," and Tom's Guide agrees that it should "suit just about any living situation."
Good looks don't amount to much without the picture to back it up, and CNET finds the E7's picture spectacular. What Hi-Fi admires its "neutral and natural approach to colours" while in AVForums' testing they noted the set's "incredible dynamic range" and "marvellous sense of depth." Forbes even thinks the images could be "slightly better" than the W7, and definitely more value in the face of the wallpaper TV's high price.
Thin TV sets aren't known for offering great sound, but the E7 compensates by packing its audio into its own soundbar, which Forbes says "spreads far beyond its own physical confines." However, while Tom's Guide thinks it might be good enough to stand on its own, sites like Digital Trends and What Hi-Fi agree that audiophiles would be better served with a dedicated audio setup.
In addition to its gorgeous design and lovely picture, the W7 also gets the benefit of LG's webOS interface, which Tom's Guide finds "snappy and snazzy" and TechRadar calls the "most friendly and easy to use smart platform in town." It also has a generous amount of HDR content, though webOS still falls behind Android TV in terms of apps.
The E7 may be a winner in the looks department, but LG's other OLED offerings this year aren't too bad themselves. And they offer basically the same picture quality and features at a much more wallet-friendly price.