Why would I do that? That wouldn't represent my viewing area at home any better then the ridiculous lighting in a large retailer like Best Buy. I did exactly what I said. If it needs more description because people want the gory details, I grabbed a remote and flipped through the various settings, most of which are presets, and got a good general idea for the visual performance of the various TVs. Like most people I, sadly, don't have a true home cinema... so setting the TV up at the store like it will be in one would not do me much good. I have argued with my wife for years about the lack of a home cinema, but she unfortunately does not see the same amount of value in it that I do.