Fixed my problem today by replacing the lamp. Funny how you forget what the picture was like until you replace the lamp. Thanks gvg45 for the tip on replacing just the lamp and not the whole assembly. Saved about $40 buying just the lamp and trading it out for the old one in the cage. Very easy to do, and it only took about another 10 minutes to accomplish. Talked to Sony service about my problem (lamp turning off for 30 - 40 seconds and then turning back on for about a minute, and then turning off... No blinking red lights , or other indication on the front panel) and they wanted to schedule a service call. I ignored this advice and went withmy gut feeling about lamp failure, and saved myself a $250 service call. Picture has returned to like new condition, all for the cost of a new lamp.