If you have the money and want someone to calibrate your set, you can find them here http://www.imagingscience.com/isf-trained.cfm

Best Buy also does calibration services, but their techs are not certified and their work is not as thorough. Keep in mind getting someone to calibrate your tv will costs a few hundred dollars, how much depends on your setup (# of inputs, etc.).

As mentioned above you can also do it yourself with test discs such as Digital Video Essentials, AVIA or Getgray. I have both DVE and AVIA and AVIA is easier to use. I agree that tv calibration is pretty much a compromise since lighting conditions will skew the results a bit. Even the type of cables (component, HDMI) could vary the colors for each input. But basically you want to be at a happy medium and at the very least, it'll look better than the factory "torch" settings. The whole point of calibration is to get your tv to look "reference" and accurate, even if you may not like the end result.

If you want to skip all the above and just eyeball it, what you can do is change the setting to a normal or standard mode (not vivid), turn the sharpness to 0 or all the way off and the rest of the settings to 0 and maybe tweak from there.