I agree that the lack of an in game brightness setting is ridiculous, nor is it sensible for them to try and excuse it by saying all displays should be calibrated. I'd also prefer if they're going to desaturate colors so heavily, that they offer different color palette settings like some games do.
On my Panasonic IPS TV with CCFL backlighting, I drop Backlight from 40 to 30, and Brightness from 50 to 40. I also bump Color from 35 to 45. Although I also wear GammaRay gaming glasses that have a very pale yellow tint, which besides blocking harmful blue light, enhances contrast and color richness slightly.
Some LG TVs though, like older model IPS ones, seem a bit quirky when it comes to color settings. I was trying to adjust the overly yellow looking tint out of one by lowering just the color that applied to it, but there was zero change.
I have a Vizio E370VL,first thing is to disable any AUTOMATIC calibrating and Brightness and contrast settings.
Do things manually when adjusting colors and brightness and contrast and also disable any automatic dimmers that save power for your tv.
I set mine in colored temperature for PC use instead TV to balance the white colors,so the colors don't look yellowish if you have that option on your TV.
Just make sure to tun off all any settings that says automatic,set them manually.
Mine comes with automatic picture setting like sharpness,noise reduction,adaptive luma,film mode,backlight control,ambient light sensor,color enhancement,all those setting are off and I manually set the setting to my settings I like.