These TV's are so close to perfect out of the box, that you might not notice much improvement to an SDR or HDR10 picture even after a pro calibration, EXCEPT
for Dolby Vision. DV requires some serious adjustments to the 20 point in order to get it under control. You need calibration equipment to pull that off.
If your particular TV's panel has performance characteristics similar to mine, then my settings should improve your picture quality. Otherwise if your panel's variances are wider, it probably won't improve your picture or possibly make it worse.
Now that I have the standard disclaimer out of the way, here's something new to try.
The techs in our lab came across this VERY INTERESTING tidbit the other day . . .
For SDR and HDR10 signals, use the respective technicolor Expert picture modes, but change the color temp to Warm 1 instead of the Warm 2 default.
Why? When the color temp is set to Warm 2, the TV exhibits green bias out of the box. This is a bad thing for picture quality and color accuracy if green is dominant. Setting the color temp to Warm 1 corrects the green bias. If you had calibration equipment, you could correct the green bias and still use the Warm 2 color temp. But most of us don't, so it's simply better to go with Warm 1. Correcting green bias cannot be done with the naked eye and there are too many action/reaction behaviors with these types of adjustments.
All the other settings including white balance and CMS should stay zeroed out at default. Adjust the OLED LIGHT to your personal taste.
Feedback is always welcome.