After seeing William Gibson co-sign a rave review from Guillermo Del Toro, I had little choice but to check out Widow's Bay. As of Episode 7, I'd agree it's the best TV-shaped thing in recent memory, the rare horror/comedy to perfectly balance both. Slyly satirizing the recent gentrification of the horror genre (or maybe just borrowing from Beetlejuice), Matthew Rhys plays an overweening young mayor doing his damndest to turn a putatively haunted New England island town into a booming tourist mecca, only to be thwarted at every turn by the town itself. Like most Apple TV, the production is lavish. Unlike most, it's not slavishly trading on A-list names, unless you (rightly) consider the likes of Stephen Root, Toby Huss, and Betty Gilpin to be major stars.
The show's humor is refreshingly low-key in a way I struggle to even describe. It's not Buffy snark, What We Do in the Shadows twee, or Shaun of the Dead British. It's not quippy or meta or totally random. It feels closest to something like The Lost Boys, with expertly-drawn characters reacting humorously but authentically to the terrors they've stumbled into.
Easily worth a watch, and like the titular town, probably best enjoyed now before the normies show up.