Originally Posted by Al Leong
For educational reference to readers: Here is what you pay for when you purchase an A1E or other X1E TVs, when utilizing the "settings" aka the Magic Dust.
Al, you seem to be impressed with marketing speak, and I'm not saying the claims aren't true to varying degrees (I've rarely seen any company's marketing claims that, on the surface, weren't impressive), but I don't think I'd use them to make my case. Marketing speak makes any product sound like it can part the red seas.
At any rate, the other way to look at 'Magic Dust' is, the more dust you sprinkle on your picture, the further you move away from accuracy.
Unlike you, I don't believe all calibrated pictures look the same. True, they will tend to make wildly divergent, out-of-the-box pictures, far more equal, but there will still be differences. It's these differences that may drive some toward display A vs display B.
So for those that prefer accuracy, if it turns out the calibrated pictures are so close that it's really tough to tell them apart, the decision might then revert to style, OS, current HDR capabilities, speaker proficiency, number of inputs and their bandwidth and, heaven forbid, price. Of course there are many other factors that might influence a purchase.
At this point I'm still really up in the air as to which 77" OLED to take home, but rest assured marketing hype will play a zero role in that decision.