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I just got my Tv callibrated two days ago i chose to go with it becouse i spend a lot of money on the TV and the Home theater system so i wanted the best possible picture quality. i tried doing it on my own and it did look better but i just went ahead and paid for the Professional callibration and i got to tell you it is amazing they do two seperate settings one for day one for night they perfect the color and make it as natural as you can get it using there software and equipment the differance was insane the amount of color definition i got after was ten times better and the geek squad agent also broke it down for me and told me step by step what he did my tv was running at 25k when it should have been at 6.5k meaning it was heating up three times more then it should becosue it was doing unatural colors and forcing the TV to work more. as for the guy under me who says its too bright for him becosue they left the backlight at 20 for the day settings just turn it down..... till you like it the main point for this is to fix all your settings to get best picture quality,brightness and backlight you can play with as much as you want until you get it were you like. and another thing i asked the agent and they told me that the better the TV the more you will see the differance when its callibrated so callibration is not for everyone no offence to no one but if you buy a cheap TV and callibrate it you wasted your money... and thats why a lot of people complain theres no differance...if the TV cant output better ofcourse there wont be a differance.......