I think they know they messed up and they know if they respond to you they will probably need to respond to many other people that had the same problem as we did, I guess ignoring is their way of handeling it
I am having the same issue with my 1.5 years old xbr55-850C. I have bought Sony TVs in the past and have Sony speaker equipment. This is a bit rediculous that there is no solution online on how to fix this looping optimizing of apps and then restating at 34 of 38 apps so it never finishes. Only way to turn off the tv is to unplug. Is there anyone who could help? I just want the tv to work. I don't need the apps.
You can go to sony website and it will show you how to do a forced reset. Trying to contact sony is useless (a lot like their equipment) some idiot called me and told me to contact best buy to set up a repair time to look at my tv, they weren't going to pay for the repair but the caller kept telling me "that he was trying to do right" by telling me where to take it for the repair.
I ended up just buying a new tv and told everyone at best buy my experience with sony, I even mentioned all the trouble everyone was having to a customer getting ready to purchase a sony tv.
Sorry "i" couldn't be more help. It would be nice if sony would stand behind their equipment!!