It cost 1/3rd the price I paid for the first Sceptre HDTV I bought in 2004, yet it is even bigger. For TV, the colors are fine out of the box, but to use it as a computer monitor, on my Mac I had to make a new color profile for it. And I had to adjust the color settings, but it is looking really good. (Brightness = 50, Contrast = 37, Backlight = 75, Color = 69, Tint = -37, Sharpness = 57, ScreenSize = Full100%, Dynamic Contrast = On, Film Mode = On, Video Noise Reduction = High, DT Noise Reduction = High, MEMC Setting = On, White Balance R=124,G=120,B=115, and offsets are 1024). I'm not saying that it is perfect or what a calibration device would come up with, but it looks good and passes the calibration tests on-line. The MEMC setting is supposed to allow the TV to simulate 120Hz refresh rates by smoothing out the motion. The screen does not have a matte finish to it, so if you have sunlight coming through windows or lights in the room, it will reflect when the screen has a dark scene.
I also found out that my Sony stereo remote has some of the same commands, so the power button on the remote will now turn on both the TV and the stereo. It isn't the fastest to boot up though. I clocked it at 18 seconds when hooked up to my MacBook.
I haven't hooked it up to a 4K video source yet. But, it does great at 1920x1080. I am very happy with this TV so far. I also ordered it on a Friday and it showed up the next Wednesday a week early.