OK
Here we go!
Back on the unit is open - wires, connectors, parts all over the place
I took pictures as I remove parts, etc.
Finally, some 3 hours later, the OB is out.
I fell like my TV just gave birth or I just delivered my first OB.
I followed the cleaning instructions from this link (as much as possibe)
http://repairs.sunnyoasis.com/sonylcdtv/
But it seemed my unit was clean or looked very clean (to me)
- except for one fan that was real dirty, so I clean it.
I tried to clean as much as possible.
But the bottom line I think I need to replace the OB

Now comes the fun part
I will attempt to re-assemble it all back
wish me luck