I recently had my Panasonic TH-50PZ800u calibrated by Doug Weil of Clearly Resolved Image and Sound. Doug is a very nice guy, who takes his time and is willing to explain every step of the way. He explained various before and after aspects as well as had me look over his shoulder to view what he was doing and see the results on his laptop. In watching everything Doug was doing, I realized that if someone wanted to they could do little or nothing, make up a bunch of crap, and a novice like me would be none the wiser. I felt very comfortable that Doug new what he was doing and that he was working toward specific results. He explained the issue or test at hand, explained how the TV was at that point (pre-calibrated), explained where it needed to be, made the adjustment, and showed me where the TV was after the adjustment.
My TV is in a den, which has an outside wall with windows running down one side of the room. The windows have wooden shudders, but there is no way to get this room very dark during the day. Therefore, Doug gave me what I'll call a "true" calibration for night viewing and a calibration for day viewing, which might not be a totally "true" calibration, but is close and results in a brighter screen. Doug also gave me a "true" calibration for my upscaling DVD player.
Finally, Doug gave me an exceptional calibration report, which included a detailed write-up with explanations. It wasn't just boiler plate stuff, he included things particular to my TV and situation-- things that I remember him touching on when he was here. He also included the user settings for each of my three calibration modes. I highly recommend Doug to anybody wanting to get their TV calibrated.