Aha well, I found a little oddity where the brightness had said 100% in the menu but was actually at 50%. Maybe it was a mistake on my end when trying different scaling settings and different cables (USB-C/DP vs. HDMI 2.0). Now at 1440 scaling, I simply love this monitor. The native 2160 scaling is too hard to see/read on the Mac, though it looks rather nice with my work PC. Come on Apple, catch up to Microsoft as far as picture adjustability!!
Having said that I've scaled it to 1440 instead of the full 2160, one might think it'd be wiser to just go for a 1440 monitor for less $$ and be done with it, and that might be a valid point if one similarly found that 2160 scaling was too hard to read easily. However, the ability to watch YouTube/video content in 4k or HDR is BEAUTIFUL on this monitor. And the built-in speakers are rather good too. And, the remote control and PIP/PBP options have been excellent, for using my Mac mini, work pc, and 2014 MBA on one screen together at times.
@SteelBlueTJ go for it, and consider the 43UN700T-B for the improved USB-C/DP inputs over the 43UN700-B.
I paid $500 from BuyDig when slickdeals.net told me it was on sale, but you can buy it directly from LG for around $600. Best purchase I've made since my 8gb M1 Mac Mini, where I have yet to sense any issue from having gone with 8gb instead of 16. So worth it so far. Let us know which way you go, if you do.