it's for a good reason that tv's, as sold, are in the "torch" mode; lots of people want to have an image so bright that it's watchable in a sunlit room. in the showroom, the manufacturers do this so their tv's are brighter than the one next to it and people will think brighter = better.
but all this is not very good for those poor overbright tv's. it shortens their life.
a good test to see how well a tv is calibrated is to go at a well equipped cinema and watch a good quality movie. then you go back home and play the same on Blu-ray.
on the Blu-ray, the images should not look different than those at the cinema.
