U4320Q, washed out colors?

I just purchased this 43" 4K U4320Q. Despite trying different calibrations. the colors are very dull especially the reds! Red looks more like orange and orange is yellowish, yellow has a greenish tint. The specs say it has a 96% sRGB color coverage and reviews all say it is OK for photo editing. However, people look anemic on this U4320Q compared to my 32" 4K Ultrasharp or even my old Sony Z 30" monitor. I am using the USB-C connector. Maybe I should try HDMI or DisplayPort?

I have been using high resolution monitors for nearly 30 years and do not think I have seen such dull colors on any of them. It seems bizarre because if this is normal reviewers should have identified this problem instantly and in fact they seem quite enthusiastic about the bright colors.