I don't particularly like that, but even so, it doesn't preclude having a "standard" or "no enhancement" option, even if it's not the default.

On my TCL TV I can turn off "smart" image and a bunch of other crap, and there's a "standard" image mode. But I'm not convinced that's actually "as close to reference as the panel can get". One reason is that there is noticeable input lag when connected to a pc, whereas if I switch it to "pc", the lag is basically gone, but the image looks different. So I have no idea which is the "standard" one.

Ironically, when I first turned it on, all the "smart" things were off.

Sometimes PC mode reduces image quality (like lowering bit depth) at the expense of lower input lag

Is there a way to verify this other than breaking out a colorimeter (which I happen to have)?

For bit depth issues, displaying a test pattern is probably the best test.

I'm not certain this is true. TVs have become so ludicrously inexpensive that it seems the only criteria consumers shop for is bigger screen and lower price.