This is true, on a more specific note, all tv's at the store have been calibrated using the spyder tool. So don't expect to get the same quality when you take the tv home. TV will obvioulsy look amazing but there is still untapped potential inside the internal setting that only a spyder tool can reach.
Semi off-topic, that spyder tool is such a ripoff it seems. I just paid $2500 for a TV and now Best Buy wants me to spend an additional $300 so they can unleash it's inner beast? Screw that!