The answer is to get your TV professionally calibrated after you buy it. That way the TV does not have to struggle to produce a great picture.That's true, but you can also find calibration settings on internet. There is not so much variation from unit to unit. I bought Sony because of great reviews, but picture in store was horrible. At home it was even worse. After entering calibration data it is by far the best TV I ever had - natural vivid colors, deep black, great sharpness etc.
Sony looked "pale" in store, but Samsungs were over-contrasted and over-colored. Professional calibration would be the best, but finding some calibration data is necessary.