As others have pointed out, NTSC/SMPTE have set out very specific, quantified standards that ISF calibrators are adhering to when doing their work.
My day job is with a company that does pro video/film work (among other things). When we create visual content for our clients, we use reference monitors that are fairly close to those standards. I will go out on a limb and say that, unless you're watching a lot of home movies, 99% of the program material you watch was also produced on reference-calibrated monitors.
Now it is not unreasonable to speculate that some people might like their pictures to be more saturated, "warmer", brighter, etc... TV manufacturers obviously believe this is the case since most of them ship their sets from the factory with the brightness *cranked* so they stand out (or at least don't get lost) on the video wall at BB/CC-style electronics warehouses.
In the audio world it has long been proven that, if asked about the subjective quality of program material that is identical in all ways except that one is louder, humans will almost always "prefer" the louder one. I would guess this holds true for video to some extent as well.
After my first experience with a hobbyist-level "calibration" DVD, I had to retrain my brain to the darker picture (my Hitachi CRT RP will go to 100 on the brightnes and contrast with little if any discernible blooming). It took a few months, but now I understand why brighter isn't necessarily better.
In my teenage years, I thought the loudness button on my stereo was the greatest thing ever. After four years of school learning about audio (well, it didn't take me *all* four years) I understood why flat response is valuable.
It is the definitely the users' choice to go with a calibrated video and flat-response audio, or to crank up the color level and heat up the tube amps. Most people probably never notice the difference, but that's probably because nobody's ever demonstrated the difference to them. I'm appalled at what I see at my parents' house, my friends' houses, the wall-o-video at Best Buy... but that's after taking far more time than anyone else I know to give a crap.
Now I have made the decision to keep my $$ and not get an ISF calibration for several reasons, but none of them is that I think I have done better on my own. I'm also not so arrogant as to think that my subjective viewing opinions are better or more right than the people Peter Jackson or Luc Besson hire to make the movies/DVDs I watch.