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.
That's great news - got our 46 LCD last year. Even then the newer DLP's had the better picture - but we weren't ready to deal with the bulb issue. Guess we should have waited...