I think ultimately you probably want both, because sometimes you (... or at least I) have different wants around viewing. Sometimes I'm going for a cinematic e

I think ultimately you probably want both, because sometimes you (... or at least I) have different wants around viewing. Sometimes I'm going for a cinematic experience, where I want the room dark and all focus on the media. Other times I want to be half watching something while playing a board game or doing some cleaning. Optimal lighting conditions for these scenarios clearly differ, and probably optimal display settings to match.