The short answer is: Accuracy Doesn’t Sell. If all TVs adhered to standards and were calibrated perfectly from factory, then there would be no image quality difference between a Sony, Samsung, LG, Hisense, TCL, etc. They would all look identical! So why pay more for a Sony vs. an LG? Since TVs are sold in brightly-lit stores where all brand names are on display next to each other, each brand name has given their TV a skewed but intentional “look” they believe will sell over the next brand. They are unnaturally intense, uncomfortable to the eyes after prolonged viewing, and have jacked up colours beyond reality. A comparison to your television’s fluorescent green football fields to a quick look at a lawn out your window reveals how ridiculous this can get. These brands have only a brief amount of time to win your heart and earn your sale as you walk by the TV display shelf; the competition between brand names to look more exaggerated than the next is in full-force! Calibration not only corrects this absurdity and false image on all televisions, but it also closes the performance gap between many manufacturers and models offering far more value to the model you’ve chosen.