In the same boat as you OP. Amazon has a 40" one from TCL, a brand I'm unfamiliar with, for $270 that I'm thinking about purchasing. If you have a PS4 Pro and want to do 4k there is this 43" one for $350.

Anyone have opinions on TCL?

edit: After glancing around for like two minutes on this sub it seems like TCL certainly won't be as high quality as some of the more expense brand names, but they still produce a pretty solid product for the price.