I know most people seem to feel that having their screen ISF'd is the cat's meow. In fact, I've been waiting for the opportunity to get my plasma screen ISF'd at some point. But occasionally I encounter opinions about the ISF calibration that give me pause. Recently I spoke to an AV salesman/installer who said that, overall, he felt that the guidelines for ISF calibration are not realistic for most people's viewing purposes. In other words, that the black/brightness/contrast levels are ISF'd to look correct in a "black" environment, like a movie theater. Since most people do not view their sets with the lights off, an ISF'd screen often looks dark, and the contrast is not ideal for normal viewing rooms. I really don't know what kind of experience this salesman has in calibration. But I've heard many people say that their display looked dark after ISF...but they got used to it. A couple people said they never really got used to it, and were somewhat disappointed in the picture change. Anyone care to comment? Subjectively (or objectively) Is ISF not always "better?" Thanks, Rich.