I was at Best Buy last night with my girlfriend. I'm starting to look at replacing my Sony Wega XBR tube TV because I'd like to upgrade to HDMI. Anyway, there were two TVs next to each other, one an HP, and I forget the other, but it was a no-name brand I had never heard of. We're looking at the two, and she mentions how much brighter the other TV looks and how the HP looks "greyed out." At this point I launched into the lecture about color adjustments, and how they set the one TV way too high to compete with the store lighting (which is always incredibly poor for looking at TVs) and how she needs to think about how the picture would look in the living room with low lighting. All of a sudden the HP looked a lot better to her.
Actually I was surprised by how the HPs looked, so much so in fact that I'm going to consider them in my research.