if you are getting a new hdtv I would reccomend you include the ISF calibration as "part of the price" instead of a "additional expense"...Almost all TV's come out of the box uncalibrated and in "Torch" mode with brightness and contrast turned all the way up..this is so that when they are taken out of the box and displayed at a store...a Bright
TV "looks" better than a dim one but at the cost of accuracy and reducing the life of the TV

I'm not completely sure but I think a Sony repair tech is a little different from an ISF calibrator