+1 IMO to many making guesses in a menu that can really screw things up. What one person considers a awesome picture might not be that awesome to another person, especially when it involves messing around in the service menu. D-Nice and the few other experts excluded of course.
I personally am very happy with the THX mode and just tweaking the contrast and other minor settings. It's a amazing picture and seems to only get better as the tv ages. If I find I really require more then that's when I will have it professionally calibrated. Otherwise I really love this tv.