This is pretty dumb they have these options my older sdtv didnt have any kinda option for color temp, it had a option called tone but i dont think that was color temp. Why have these options on tv's? is it so they can use the cool mode int he store? alot of trouble just to impress someone in the store. So does warm = same as the older crt tube tvs? Almost every guide ive read says put it into warm mode to add more red to the pic example is this video... http://reviews.cnet.com/4520-11249_...-6.html?tag=nav i dont understand why not just set this just right in the factory and leave remove the option to change it.