I agree that in-store demos are not the best to get the most accurate results. In my case, when I compared the 5010 to the 6020, both were in store, right next to each other, so both were on equal playing grounds and I was told by the employee helping me that the settings were as close to the same as possible (probably hinting to some limitations between one or both sets).
Admittedly I wanted to do some tweaking to both sets to get it closer to the settings I would expect at home, but I also got the chance to go to Best Buy after my experience at South Coast Plaza's Pioneer store to take some time playing with the settings of their Pro110 set. I asked the BB Employee to see the Elite hooked up directly to a Blu-ray feed instead of the mass feed that they were sending via component to all but one TV. He kindly hooked up a Panny DMP-BD30 and started up the first episode of Planet Earth. Next I asked to see the remote to be able to play with some of the settings. I dug up D-Nice's settings for the 110/150 and inputted them and just stared profusely at the screen noting everything I could about the set.
I was at Best Buy for more than an hour, not bothered by anyone, able to enjoy my time with the set which reaffirmed my decision to switch from the XBR5 to the Pro151. With the blacks as dark as they were while I was testing the 110 at BB I was just grinning, imagining the slightly inkier blacks along with slightly richer colors that I will be getting with the 151.
LG OLED65C6P / Marantz AV8801 / D-Sonic M2500 / Oppo BDP-103 / PS4 Pro
GR Research LS-9 / GR Research X-Voce / GR Research AV-1RS / Oppo PM-1