Most modern consumers have been conditioned to higher and higher color temps for white and over saturated color over the last thirty years or so. Manufacturers realized years ago that in the first few seconds of viewing, where most impressions are made in showrooms, the impression is dominated by contrast and color saturation. This has nothing to do with perceiving color naturally, but everything to do with marketing and competing with a wall of other sets. It is not uncommon for displays to be sold with factory settings that have color temps in the 13000K range, completely crushed blacks and whites, and far to saturated color. Many consumers like this more VIVID look. Others prefer to see a more accurate reproduction of the product as it was produced, and more realistic portrayal of color. This requires substantial changes from OOB settings for most consumer displays, at least in the USA.
Leonard