Definitely not a new issue. I had a lot of problems with my HW10 back in 2009 after something around 400-500 hours of use in the low lamp/high fan mode - specifically because I did not mind the noise and would prefer that it ran cooler.
When new, white balance was relatively neutral and easy to get a flat D65 result with the 2pt controls. After 400+ hours of use, it was impossible to get good results with only 2pt controls. It was not your typical shift due to the bulb aging, but because the response was now so non-linear that it would have required at least 10pt controls to reign it in.
Gamma on that projector only allowed you to select presets, and the "Gamma 3" preset, which I think was the lowest, measured a flat 2.3 gamma out of the box. After 400+ hours of use, that measured 1.98 average - though it was far from a "flat" 1.98 gamma; very non-linear.
Uniformity was relatively good when the projector was new - though not perfect - and it showed significant
degradation after 400+ hours of use:
I don't think I have contrast measurements to hand, but it definitely lost contrast as well - in excess of 1000:1 native on/off from what I remember - though that was the least of its problems.
And it obviously won't be an issue for the higher-end SXRD projectors, but that thing never stayed in focus either. If you let the projector warm up, refocused it, and then watched a movie, it would be out of focus after 90 minutes.
Sent it in to Sony and not only was I told that it was "within specifications" but the gloss black finish was all scratched up when I got it back from them.
I took a big loss selling it, because it was only a few months old, and I just couldn't enjoy it in that state.
Buying that piece of crap was the biggest HT mistake I ever made.
I was so put off by the experience that I ended up selling the rest of the projection gear (nice fixed-frame screen, room treatments etc.) and haven't had one since.
I am getting the itch again, but after that experience I'm thinking of going back to single-chip DLP. Never had a problem with them.