Hi, Punkrockcaveman,
Welcome to Sony Community!
Was there any power interruption before this issue started? Have you checked the light indicators? Were there devices connected to the unit when you performed a power cycle? You may repeat that again and make sure to disconnect everything especially the AC power cord. If still the same, plug in the AC cord and press Assist button (without pressing the power button).
If the issue is still unresolved, most likely this is already a hardware issue and service will be required. We recommend visiting the nearest Sony Authorized Service Center in your area: https://eservice.sony.com/webrma/web/index.do.
Best regards,
Vincent
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