Just create a case w/AppleCare; I suggest everyone do this, who hasn't already.
Never called support before (I don't think); generally, much more supportive than the always surly folks who work at the Genius Bar.
Support guy (Marc) informs me that holding down the power button while it's booting, till it makes the loud beep, is not in fact a PMU reset. It's just a beep to inform you you are still pressing the power key.
PMU reset (according to the support site) is: remove AC adapter, remove battery, hold power button for 5 seconds; you will get no noticeable response from the unit (there is no power), but it will reset the PMU and other stuff like NVRAM (date/time, etc; booting again, connecting via wireless supposedly avoids a date/time prompt); put battery back, plug in AC if desired, and power up.
Support guy left the case open, suggested I reseat my Apple-installed RAM, do extended test twice, and post results if not "ok". Haven't done that yet.
My hope at this time is that this is somehow triggered by the machine going to sleep, like closing the lid. Haven't had a reset since full powerup and no sleep.