tv calibration

I bought a new 46″ Sony Bravia TV in January of this year from Circuit City in the Sugarhouse area of Salt Lake City (Store#3350 801-463-4600). Being a pretty technical guy, I tweaked the brightness, contrast, color temperature and other settings to my content. The picture looks great, but I was told from friends that it’s good to have the TV calibrated from a professional as they have access to a service panel that your normal everyday consumer can’t get to. They’re supposed to tweak the settings according to ambient light in the room, and an end result is they also reduce power consumption making the TV last longer.