Why does the Sony Store display look so good?

I have noticed that the Sony Store in the mall has their BR display set ups looking rather amazing. I have an A2000 with a PS3 hooked up to it. My picture looks phenomenal and way better than other electronic retailers, but no where near close to the Sony Store. I can't seem to put my finger on it. It seems that their BR samples are more fluid and seem to have more depth to them. What am I missing? I have looked and their sets with the examples on them and rushed home and popped the same title in, just to be disappointed. What gives?