I have a samsung serif QLED (because I am a prime poseur) as my second TV and its UI/firmware is hands down the best smart TV firmware (compared to e.g. hisense UI/firmware, humax, sky, or virgin TiVO) I have ever used. can't say I've noticed the ads but I am semi-glaikit
I really like the look of the Frame TV too. Should another company sell a sleek tv that looks great on the wall I'd happily look at that too.