by default all the televisions are very high key. ie, very bright, very saturated, and very contrasty. the result is a very unrealistic image, imo.
what the calibration guy will end up doing,,,with all his fancy shmancy equipment, is open up(lighten) the darks/shadows to get more detail in those areas....and cut the brightness and saturation a bit. what you get is an image that is less harsh and straining on the eyes.
you can do this yourself. first of all, most people won't know the diff, so why pay $450 to have someone tell you what you should be seeing. everyone sees differently, anyway.
go to steve's digicams and pull down some sample images of people he's taken(this is because the main thing you want is good skin tones). load the images onto your memory stick and pop the stick into the slot on your sony tv. then make your adjustments on the tv until you get what you like(or match the image from steve's site).
i've had this argument before with gizmophiles who get into all this techie stuff.
bottom line is, tv's especially sonys, won't give you a crappy image out-of-the-box. you just have to massage the brightness and contrast a bit. i have 3 settings on my sony....one for dvd's, one for hd in a well lit room, and one for hd in a dark room. dvd's aren't as bright and clean as hd, but i think dvd's look the closest to movies. i just the dvd setting more saturation for added punch.