There is no horrible setting. Default doesnt look bad by any means. The vivid settings just make it brighter but its all based on the room you put it in. I've had people putting TVs in a room with 5 huge windows and dont need more brightness and wouldnt prefer it. But if your putting it in a basement it would be more recommended. In the store, TVs are in a well-lit room so therefore we dont even need to use the dynamic settings but we do just to show off its power. Good associates show customers how to adjust the TVs to fit their needs. Go into a store and try and figure out which TV is on Vivid or Dynamic and guess. You may be able to pick out a few but not many, because all of the TVs arent set up on that. Mainly the ones that they wanna show off more because its a higher cost. So when people see the TVs that are brighter, the next thing they look at is the price, and its usually more expensive because the more expensive tend to look better. Once a custo sees a TV is $4000, they usually walk away. Not many people make those purchases very often. I sold a handful of 4000 TVs but hundreds of TVs that cost $500-$2000.
PLUS....every store has what is called "install" which means they offer you the option for them to come out and hook up the TV to make it shine for you. Yes its extra money but its worth it for those who dont have a clue. All you really need is HDMI cables and your fine, get the install (for the clueless) and they'll make it shine just like in the stores, if not better. Remember not all of the TVs are at their best in the store because they are sharing the same signal, thats why you see 30 TVs all on the same channel.