I wouldn't mind betting the tv is in "shop mode", sometimes called "store mode". In this mode the tv will always default to the attention-grabbing showroom settings after a period of time, to compensate for any alterations made to the settings by clients.
To restore to "home mode" press on the tv control panel ,'Volume' and 'Menu' together, for 5 seconds until the Start Plug & Play message appears. Follow the prompts. At one point it will ask you to choose Home or Store. Select Home, it'll go through autotune and at the end, you can adjust picture settings with confidence.