Technicolour followed by ISF dark is the most accurate you will get for SDR mode aside from a proper calibration. For the brightness setting, you shouldn't go any higher than 52, in order to set this, have a pitch black room with a 0% black test pattern on and adjust the brightness setting until you see black glowing, when this happens, reduce the brightness by one click where there should be no glow on black at all.
For hdr movies, you should be using technicolour or cinema preset with no adjustments.
I don't use game mode, found no need to, more so when using a 360 controller and especially with 120hz mode, I would say experiment yourself as game mode messes up the colours too much imo and iirc, there isn't as much need to use it for the 2017 models. No idea about hdr gaming though....
Regarding game mode, not sure if this is true or not but apparently the lower input lag comes from just the preset turning off all the edge processing, real cinema etc. settings which should all be turned off anyway (well except for real cinema when watching 24hz/FPS content, personally I use tru motion for media content instead, with 3 for de-judder and 10 for de-blur)
The sound was very impressive on my c7, e7 is pretty much the same but just front firing speakers. Still doesn't match my pc sound setup but I'll probably move my pc speakers around for the TV and just use the headphones + built in monitor speakers for the YouTube etc. sort of stuff at some point.
And yeah jedifragger, it probably won't come through for another 26 days or so, claim has been validated so just waiting now.... Got the money back for JL within a few days of emailing them.
EDIT:
And it is worth remembering that the default settings (especially gamma setting of 2.4/BT.1886) might seem too dark and almost like there is black crush/shadow detail loss happening but this might just be the way the film makers intended the content to be viewed.
