Xbox image persistence burn-in on new IPS LCD

So, I just picked up a new Dell S2740L about a week ago. I've have it connected to 2 PCs, one with DVI and the other with a DVI-HDMI adapter to the HDMI input. I've been working, browsing and PC gaming with no problems at all.

Today, I hooked up the Xbox 360 to the HDMI for the first time for some Forza. Now after less than a couple hours, there's obvious image persistence/burn-in in both upper right and left corners where game text display was. I unplugged the Xbox and re-connected my PC, then checked the PC HDMI input and PC DVI input and the burn-in after image is still there in Windows.

I've had various LCD displays and TVs for years and I've never had burn-in on any of them. Until now, I thought it was a thing of the past with newer LCDs.

What's the best fix? I see two solutions that look good: 1) leave the screen off for a few hours or over night. 2) Make two full screen solid black and solid while images, then play them in a slideshow loop cycle for a few hours. Another option was to just use a static solid white screen and leave that up.

Why have I only seen this burn-in effect with the Xbox and not with hours of PC games (with similar static HUD text)? I don't see burn-in from normal PC use, like browser or Windows UI elements. Also, I don't see this burn-in effect with the Xbox on my Sony TV. Why is that?

Any suggestions for Xbox settings to avoid burn-in? It sounds like turning down the brightness may help. I also had the Image Enhancement option on just for the Xbox and not for PC use. I guess I'll keep that off too.

I probably won't use the Xbox on this screen if I have to fix the burn-in or leave the screen off for hours every time after I play.

UPDATE:

The LCD menu has it's own built-in LCD Conditioning program built-in, so I may try that first if leaving it off for a while doesn't fix it.

I also found the Xbox Expanded Reference Levels option for PC display output, so I'll see if that helps.

 

Now, after a few hours of leaving the screen off, the effect seems to be gone on its own. I guess it's not technically burn-in, but temporary image persistence.

https://en.wikipedia.org/wiki/Image_persistence

It was still a shock, since I haven't seen anything like this in years. My main question is why the Xbox caused it all of a sudden, while it seems totally fine and absent with hours of PC use.

For now, I'll probably just keep using it for PC only and see if it happens again before looking into a return. If I'm brave enough to try the Xbox again, I'll turn down the brightness, keep Image Enhance off and use the Xbox Extended Reference levels and see how that goes.

 

Well, it doesn't happen with hours of PC gaming. After unplugging the Xbox and keeping the screen off for a few hours, the after image was gone. Since then, I've done some more PC gaming and browsing with no sign of any issues. It was fine for a week before plugging in the Xbox and seems to be ok again now.

There may be a glitch with how it handles the Xbox signal, but that's not my primary use and I'm happy with it as just a PC monitor.

I've also read that image persistence may be more of a problem when the screen is new. So, I'll break it in with PC only use for a while, then maybe try the Xbox with lower brightness and extended reference levels.