KF50we610 - optical block issue

I've had the tech to the house - paid the fee. I'm stuck now with the same options I've read here...call Sony and beg for help. How sad. I have a KF50we610. Been a great set until..... the blob. I can't imagine why Sony wouldn't just own up and make customers pleased. Do they not comprehend that RETURN customers are what keeps a company growing?? For 2K, the LG and Samsung LED units are starting to look really good to me......

I have yet to call Sony, so I'll be interested to see what kind of "customer service" I get for my 3K original purchase.