Just purchased a Hitachi 57S715 and am loving it! One feature it has is an automatic contrast adjust for day or night time viewing. You can set the times of day/night that you want to have it automatically adjust the sets contrast. My concern is that if you choose to use this feature it automatically sets the contrast in the day mode to 100% and the night mode to 65%. I've read everywhere that the contrast should never be run that high, but I guess my question is, if that's the case why does Hitachi set it that way? Seems to me that if that is the factory set up default then the set should be designed to run under those conditions without any damage. I do have a set up DVD and will probably adjust the set to that this weekend, but again I was just wondering.