Believe me, I do make a sincere effort to educate my customers. Many compliment me, saying they learned more from talking to me for 20 minutes than from anywhere else. I showed the lady that thought the Sharp's colors were too intense how to turn the color control down to her taste, she bought the set. I'm always showing people how to adjust sets to get rid of the graininess induced by too high a sharpness setting, how turning up the brightness doesn't make the set brighter but just washes out blacks, etc.
My comment when confronted with the "but this one is brighter" line is to say yes, it is, but do you really need the set to be that bright in your home, which is probably not lit up like Death Valley at high noon?
My job is to sell tvs. If a customer expresses an unshakable desire for the most retina-burning oversharpenned Soap Opera-like picture possible I point them in the right direction (usually a Samsung LED). If they are open to a little (or a lot of) education on how to get the most accurate reproduction of source material then they get it.