I've been setting up my KV-32FS12 Wega w/ Video Essentials and Avia, and neither address this setting. Now I'm having trouble decided which to keep it on. Warm appears to be a bit too warm; the whites become off-white, and the picture becomes darker overall. Neutral on the other hand is slightly more pleasing to the eyes. The cool setting produces similar results to the neutral setting, but it seems to be the most vibrant of the three. There's a ever so slight blue tint to the picture, but the whites are more white, and blacks more black. It's hard to determine which one to choose. Right now I'm stuck between cool and neutral. Now what may I ask do you guys keep it set to? Do you keep the color temp the same for both DVD and TV viewing?