Your TV's picture has started looking a little dull. Colors appear flatter than they used to, dark scenes harder to read; the problem probably isn't your settings. And it almost certainly isn't the best TV you've chosen to invest in.
It's your screen. More specifically, the six months of dust, fingerprints, and airborne grease that have slowly built up across it while you've been incrementally nudging the brightness up and wondering if it's time to upgrade.
