I run in Natural color mode and ECO light mode.
I could use Normal lamp mode but I hate the added fan noise.
So I decided to play around with Living Room color mode using the Disney WOW disc and actually got a fairliy bright image with decent color. Actually not too bright either in my bat cave.
Probably not as good as it could be with a real calibration but without a comparison, most people probably can't tell.
Anyway, try the setting if you like.
The black level/contrast will be raised due to the added light brightness but the added brightness adds some pop to the PQ.