There are about forty adjustments to the color, contrast, and other parameters of a TV. I used to work for Sharp. So, I had a professional product design guy... give me the "perfect settings"... it was like +1, -8, +31, -8, 1, 5, -8.... on and on.
It is virtually impossible to actually evaluate the picture quality unless you can compare carefully calibrated monitors. We had a whole room of every brand you can think of, and our Aquos... these guys analyzed the picture of our competitors.
Typically in the showroom they are set to DEMO. Because, showrooms are bright. and people react to intense colors... so, in this mode they look horrible at home. Then when home they have movie, and sports, and a couple other high level settings. But under advanced... there are dozens of adjustments... so the only way to get the most out of your TV is to get it professionally adjusted. Meaning... you probably need to choose a brand from professionally compared TVs or you are going to be comparing apples and oranges because of the settings.

