Image processing vs. raw power
It is really difficult to make a recommendation here, because it depends even more than usual on the personal situation, but also on one’s own preference. I personally find the natural picture of the X90J more appealing and the advantages, such as the higher brightness of the U8G, are not noticeable in darkened rooms.
If you want a more color-intensive picture, or have problems with reflections in general, you should go for the U8g.
One recommendation I can definitely give at the moment is that the Hisense TV is recommended if you want to take full advantage of not only the PS5 like the X90J, but also the XBOX Series X.