The new Osram bulb arrived Thursday, and it was a cinch to remove the old bulb from its plastic "cage". Two screws along the top edge release a metal cover on the top. Another two screws loosen the two prong connector on the bottom. The bulb will literally fall out at that point. The leads are held onto the bare bulb with two small nuts. Simple job to replace the bulb! Comparing it to the bulb I replaced, I can see how much better the construction of the bulb is--I can post a picture later of the innards of both. The generic Chinese bulb has a single metal lead inside the glass going to the center. The Osram's metal lead is much more complex. IOW, the generic just looks cheap.
The UV cover over the bulb, however, is not faring so well. Due to the overheating, the top lip is warped, and I also discovered that it has become brittle. In a way I wish I could find a dead equivalent to these sets and use it for parts, but I don't have room to be storing another whole large TV. Might keep an eye open on FleaBay for one.
At any rate, the picture is vastly improved, and the brown tint is gone! And it is far brighter. The TV still takes a lot longer than the 50" to warm up, though. I still need to go in and reset the bulb counter. The picture is a bit warm on Normal, but a wee bit bluish set on Cool.
I still think the whole thing could use a cleaning inside (even the mirror that projects onto the screen), based on the crud I found that got caked onto the fan. There is still that odd iridescent tinge to the bottom of the picture whose pattern almost reminds me of smoke. Seeing from the UV cover that a prior bulb had a catastrophic meltdown (and I actually did find smoke residue in there from it), I may not be far off. Maybe during the holidays I'll strip 'er down and give it a thorough cleaning--light engine, mirror, screen, etc. Otherwise it is looking pretty darned good now!
Listen with your EARS, not your SPECS.