I'm surprised smart apps are a dealbreaker for people.
DTS for those without an AVR would be a dealbreaker, and even for those with, a huge annoyance due to lack of pass through.
40gbps affects 0.05% of people potentially (those using PC GPUs to drive 12-bit data and unable to specify/output 10-bit).
The CX has better motion, better PQ and more accurate presets.
The C9 has better apps, can accept a 12-bit signal at 4k/120 and has DTS.
I think most home theatre enthusiasts would still lean towards the better PQ and motion upgrades than the few extra features of the C9.
However, I agree when you take into account price; the C9 is a steal. But that is always the case with last years model at its lowest price and this year's model at its highest. If they were the same price, which would you pick?