Those of us in the "biz" (retired 2010) simply call it the "Torch Mode". I even called it that in my previous post, but then changed it to "Vivid" since Sony used to use that.
Be that as it may, all TV manufacturers know that, at a glance, a "brighter" TV will attract the eye and that a properly calibrated TV next to it will look dull. This is especially true under big box stores with bright, fluorescent lighting. (The same thing happens with speakers. The loudest is the "best")
Therefore, when it leaves the factory, (they have no idea which TV will come out of the box and go up on display) they will all default at the brightest, most garish picture they can so it can try and stand out against a wall of TVs.
There are now many, very good ISF type modes available today, but they will NOT be in that mode when you unbox it.
PS. That ISF I mentioned stands for the Imaging Science Foundation. It has long set the standard for proper TV calibration.