I ain't paying $200 for a calibration, that's how much I spent on the damn thing. XD
And you can't get into the innards proper without risking damage from not knowing what you're doing which I don't, the basic menu will only get you so far.
As others have noted your best bet is to either get the Disney WOW disc or the HD709 disc from AVS Forum which is free. Or if you have a blu-ray that has the THX optimizer on it already, that would be another option.
FS/BB charge $100 if you buy a new tv from them. And the quality of the work will vary widely. An ISF or THX certified calibrator will charge a minimum of $250 for the job, and it would take a good 3+ hours. There is a lot that is involved in the process.
Honestly though, not every TV has all the possible controls to do a full calibration, regardless of whether you go in the service menu or not. Get one of the disc options mentioned, set Brightness, Contrast, Sharpness, Colour and Tint and leave it at that. You can't properly adjust greyscale, gamma or colour by eye anyway.