Apart from the metameric failure produced by OLED/QLED TVs. If you like a cooler Color Temperature and you calibrate using D65 as your reference you will end up with a warm CT anyway but it will take more of your time and the final results could be worse than calibrating warm 1/2. So, if you want to calibrate your TV to Rec.709/gamma 2.4 reference your “taste” it’s not taken in account; but since that is your TV you can calibrate it to a cooler white point, if you want, at the expense of the mythological “director’s intent”. It’s up to you. I always go for the reference. Grayscale defines CT, if colors look unreal to you, you should act on CMS, probably your primaries are off. What’s you calibration hardware and software?
A/V Chain: Pioneer PDP-LX5090H, Pioneer VSX-921, Panasonic DMP-BDT260EG | External LUT box: Entertainment Experience eeColor | Softwares: Light Illusion Lightspace HTP, Portrait Displays CalMAN Home Enthusiast 2018, HCFR, DisplayCAL | Probes: x-rite i1 Pro 2 - i1 Display Pro OEM B-02, basICColor DISCUS | Test Pattern Generator: DVDO AVLab TPG