Bulbs are over $300 and are suppose to be replaced by professionals. ( $250 ) In a few years the technology will be much better - DLP's are the future - not the now...
The price is more like $200 - $220 on line and replacement is simple. Remove on screw on acces panel. Lift of panel, unplug bulb assembly (Bulb is in a metal frame) and plug in new assembly. Replace cover and screw. Turn on TV. 3 to 4 minutes of intense labor.