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Originally Posted by MiCkEy
The issue is the "demo mode / burn mode" these sets are setup as in the stores. They look kick ass and super high contrast but then you bring a set home, the picture looks like crap. The end user then is left with a lot of calibration and what not. Do not buy on marketing hype alone...research 
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Yep again. I've calibrated a few sets and I'm amazed at how different the settings are and how different the picture looks vs out-of-the-box. I've learned to totally discount how the picture looks in the store when evaluating a TV unless it's properly calibrated and placed in a dedicated HT showroom with proper lighting and no other TV's on.