That's what I thought as well, until I tried MENU-1-1-GO on my MX6000IT. Voilà, full service menu! (Did work on my MX4002 as well. Use EXIT to get out of it before you mess your TV up.)
But, you're right - there are no hour counters as far as I can tell. Two long series of digits on the "last error" page, but nothing I could decipher to be a usage counter...