The default settings on your new TV are programmed by the manufacturer and don't provide the best visuals or privacy. Some harvest your viewing data and share it with third parties. Certain visual settings dial up the brightness and other settings in the store, but can create unnatural smoothing and other effects that compromise your viewing experience.
Source : https://www.pocket-lint.com/i-always-disable-these-features-on-a-new-tv/
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