When comparing you'd almost have to carry around your own DVD movie and player. I didn't do that but I did go into the menu of the TV's I was considering to check the settings. You have to do that at least. Take the Toshiba, for instance, one store may have the picture set to "sports" so you see a big bright picture and another may have it set to "cinema" which gives the TV a much darker picture. Someone else may have looked at it before you and put their own adjust on it. I guess there is some peace of mind in knowing the TV should look better in your home than the best picture you get at the store.