I know that if you read through numerous posts on avs one begins to subscribe to a certain trend of what could perhaps be described as VT 60 etiquette. That being: critical viewing done on THX cinema mode, never using panel brightness high setting or higher contrast settings. Well, thats fine if it actually suits your own eyes but if not, I say you are being self abusive and denying yourself a pleasurable experience. Before you exchange your set I recommend you try the following: view whatever content you really enjoy (including blu rays) using the custom mode. If you still want a bit more pop try taking the contrast up to 90. If you want more dark detail while still experiencing lots of contrasty pop, try adjusting your gamma starting from 2.2 and then alternating with 2.4. I find I use these modes quite a bit and it gives lots of pop. I watched Hannibal on DVD the other day using THX cinema with the contrast at around 90 and found the detail and depth to be lush. Now this is heresy to some and we are made to feel bad about ourselves for not learning to settle for a picture at more sedate contrast settings. If you have been lulled into this thinking, it may account for your displeasure at your display. These sets are infinitely adjustable for a reason - so that you can enjoy your display. If you attempt the experiment that I just mentioned and find no relief for the symptoms, then you should follow through with your exchange - perhaps.