Just purchased a Sony 46S3000, in the S3000 forum there are settings by somebody who had their set professionally callibrated, tried them, to me the picture is so dull there is no way I could watch with these settings. Also tried the CNET settings for DVD's, same thing. Too many people on this forum are hung up with having their set callibrated, 4ms resonse time vs. 8 ms. reponse time, 60 vs. 120 refresh rates, 1080I vs, 720P etc. My set is 720p and in my opinion I don't see how you could get a better picture, to me its perfect.
I can see if someone wants to buy a callibration disc and try that, if you don't like the picture you can change it, but to pay someone to set up your set, to me its ridiculous. Just tune it to what looks best to you, thats all that matters. Too many people on here convince themselves that everything has to be perfect, yet we all know there is no such thing. All that matters is what looks best to you and your happy with it. No such thing as a perfect set, no such thing as future-proofing yourself as something new comes up every year.
People say to set your flesh tones to match as close to natural as possible. Well tried that, only problem is that I have 20 HD channels and the flesh tones pretty much look different on all of them, some look perfect, some look like shat. I don't want to buy a new set and have to worry about playings with the settings all of the time, and I'm sure most people are the same. Pick a settings that looks best to you and leave it, if you have to play with the settings every time you change the channel what is the use. How can you really enjoy your set like that?
99.9% of the population could care less about grey scale, refresh rates, etc, all they want is a set that looks good to them.
So my advice to anyone reading this and are loking for a new set, just buy what looks good to you, set it to how you like it, and enjoy. Do not over-analyze your purchase, do not try to future-proof, buy what you like and be happy. A professional callibrater can not set up your set how your eyes will enjoy it, only you can do that.