the installation and tuning up charge is not necessary. Installation is just pluging the cable or other home theater cables. Read the instruction you will find it is not hard.
For the Tuning up, I suggest you read this forum LCD Flat Panel Displays - AVS Forum
They discuss most of major brands and models and detailed settings for the TV. Also they have other related useful information.
you can save 120$ to do other things, maybe a good DVD player or tv stand.