Most TVs in stores are demoed with the factory 'Torch Mode' in an attempt to stand out in the crowd in a brightly lit room. This is completely not watchable to me as I like the 'natural' look, kinda like my preference for accuracy in speakers.

It's somewhat like those who turn their subs up +10 Db or more over normal calibration levels - overwhelming bass levels that is not natural & quite frankly, annoying...

TAM