Here is HP's response to my query email:
"You may be experiencing a a light engine issue or your lamp module may need replacing. Please try the following steps before trying to get the TV repaired. Unplug the TV and disconnect all peripheral devices. Press and hold the power button on the TV itself for approximately 1 minute. Release the power button and plug the TV back in. Monitor the situation after this step. If you are still experiencing the issue; try reseating the lamp. Directions on how to take the lamp out and put it back in can be located in the user's guide on pages 55, 56, and 57."
I then asked for a bit more detail on what they said and they responded back with:
"Pressing and holding down the power button while the TV is unplugged forces the power to drain from the internal capacitors, which in turn forces some internal settings to reset. The firmware, however, is not altered by this.
Regarding the reseating of the lamp module, it is generally done in these situations not because there is something wrong with the bulb itself, but rather because there are several electronic connections which run through the module and the heating and cooling of the lamp can, over time, disconnect them. By removing the lamp and putting it back in, you reseat those connections so if they were out of place before, they aren't anymore.
A good way of checking if the issue is with the lamp module is simply to examine the module itself- usually lamp modules manifest visible issues if there is something wrong. If you see any melting, broken glass, cracks or dark marks, then it's most likely the lamp. If the lamp looks fine, then while it is still very possible, it's more likely to be the light engine."
i'll try it tonight and give an update