IFS calibration and plasma tv.

Today the Panasonic plasma tv wich I won in a competition was delivered. The guy who installed it and did the first time setup asked me if I ever heard of something called ISF calibration. He told me the ISF is the Imaging Science Foundation and it has defined a specific set of standards to get the best possible picture quality and that the effect on picture quality is dramatic after calibration. He also told me it's common in the US to have a tv calibrated because it has such an effect on picture quality. My question is, does anyone have experience with this ISF calibration and is it really worth the money? What can we expect after the tv is calibrated?
 

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