I had the same question. I bought it and it is a great TV. The quality at home is the same high quality as you see in the stores. However, the default when you open the box is the Eco mode. Decent picture, but lacks the pop and the audio was a bit low. You need to go into the settings and select the dynamic mode to get the showroom quality picture and the audio settings to select a mode with amplification. I am yet to read the instructions, so it is fairly user friendly (but take that with a grain of salt as I hardly ever read the instructions).