I agree. Just got a new Sony 43" 4K over the weekend, and I find its user interface less than good. Took me while to hunt down where the main settings were (brightness, contrast, colour etc). In fact as it's a "smart" TV running Android then it needed loads of questions answering when I first switched it on before it got anywhere near to doing what a TV should do.
More of an annoyance is that Sony seemingly no longer provide proper full manuals either in dead tree form or via PDF. You're now expected to go to some website (which you can print off, which looks shite) to figure out all the advanced features. And more annoyingly some of them are stunningly generic and don't explicitally mention the model of TV.
That aside I do quite like it. I wasn't intending to use its smart features (as I have SkyHD, Amazon Fire TV, PS4 to do that sort of thing and stream from NAS), but was fairly impressed with the fact it'll run Kodi and VLC as well as BBC iPlayer, YouTube, Amazon Video etc.
The catch is now that I have a 4K TV, a 4K source and 4K friendly HDMI cables, they all talk to a receiver which isn't 4K. So that will have to be replaced...