Indeed. But I'd describe it as modern LCDs have a default brightness that it likely too bright for most uses.

Manufacturers likely set this so that the colours 'pop' when being demoed (the same reason they sell/create/display glossy monitors, because they demo well).

Taking the brightness down almost never impacts usability, but I've found can significantly affect eye strain (that 'OMG, my eyeballs are hurting' feeling).