Due to the TV's matte coating and the way it handles reflections, the TV's contrast ratio greatly decreases and blacks become gray in a bright room, which makes the image look washed out and reduces the impact an OLED typically has.
The Samsung S95D has amazing reflection handling. Its matte screen finish essentially eliminates both direct and indirect reflections in a bright room, but there's a trade-off made with image quality. When light hits the screen, the TV's contrast ratio greatly decreases, and blacks become gray, which makes the image look washed out and reduces the impact an OLED typically has.