That's the thing people think a tv needs to be bright have lots of pop, have a look at cinemas they are set up how the director wants his/her movie seen and not one has ever been eye burningly bright
I agree with your conclusions but the cinema example is a bad example. Almost all commercial cinemas run the projectors 'dim' to extend the life of the bulb. If you visit a good independent cinema (Picture House etc.) the images are significantly brighter than at an Odeon etc. Most film directors complain bitterly about the brightness of the image in commercial cinemas.