none of that reset stuff worked for me, but just now I've managed to make it work on this TV...in the most ridiculous way possible.
I took it downstairs, switched it on, and then went through the steps to get to the display settings auto setup part...I wrote down how many times I had to press each button (X, 4 left, 9 down X, X, X, X) which gets to the auto display setup. Then I brought it back upstairs and did it all again blind.
If thats what it takes to get it working every time then Sony are a pack of absolute retards.