As you probably found out at the store you bought your TV at, an independent "high-end" audio/video store is the place to compare (and hopefully buy) a TV. There are so many adjustments on a new TV it's almost impossible to see a TV setup correctly at the local volume dealer. Just this morning, I was playing around with my Sony LCD set and it has three picture adjustments: Vivid, Standard and Pro. On top of that, it has three display power modes: Off, Power Saving and Standard. For each mode you can have separate adjustments saved (color, hue, brightness, stretch, etc.). On top of that, you can do individual adjustments for each input and source. It's mind boggling. I'd venture to guess that at any Costco, BB, CC, etc. these adjustments are all whacky. At least at an independent store (if any exist any longer), you can get individual service and more importantly, they will have access to the remote so you can spend some time to "learn" how a TV really looks.