Received mine after much debating with myself....
I can say it does exactly what we are being told it does, with no if and's or but's the picture is better. You may have to turn it off to remember and appreciate what it does, which is a compliment. When you get the right settings for your TV and tastes, it does not look artificial. You will forget it is there. But turn it off and you will be reminded how much better the detail is.
I have settled on Game mode, 55%. HD mode is similar, just a little less pop, and Pop mode is just too much. If you have 2D to 3D like on an LG set, it works great for that too. I have not tried it on true 3D but I see no reason the results won't be the same.
Only you can decide if the purchase price is worth it. Since I never spend money on these type of things, doing it this one time with good results, for me the answer is easy, it's not going back.