You should be very aware of the fact that TVs in a store are NEVER set up properly. It's usually the monkeys that work there that unpack them and then twiddle with the settings. Rarely do professionals from the manufacturers come out and adjust them.
Projection TVs are often "pushed red" to sell to men or pushed blue to sell to women. This produces an initial positive reaction to the image, but once you get it home, you realize how unnatural everything looks. TVs are often set with the Sharpness cranked up. "Sharpness" is actually a low-pass video filter. On most TVs, this detail-robbing 'feature' should either be disabled or set very low.
And then there is the convergence (alignment of the red, green, and blue screens/guns) which is typically off by a mile (Hitachis are the worst).
So now you know what to fix, the next issue you run into is that the detailed calibration/convergence settings are typically unavailable from the setup menus. You have to find info on the web on how to get into the service menus. Been there, done that.
Projection TVs can really benefit from an ISF calibration after it has had a couple of months to settle. You'll have to decide whether it's worth the $400.