A power up in "around 10 minutes" is what the initial watchdog powerup in the power control PIC will do; that is, if the code at 0xc000 in the flash isn't working (or present).
Do you have any logos (etc) uploaded? Can you try it with a fresh beta11 install (and nothing else installed on top, no logos, etc)? After 10 minutes of powerdown, the power control PIC powers the unit up and 0xc000 is run by the strongarm. The default action of this code is to tell the PIC that we don't want any more watchdog powerups and then do a shutdown again - usually, this results in the player coming on for about 0.3 seconds. You should never see a full boot, you *may* see a very short flicker on the standby LED.
If the code at 0xc000 is corrupt, then the unit will come on after 10 minutes, possibly in a locked-up state, and stay there.
The watchdog powerup is to enable features like timed radio record (if we ever needed it) or wireless sync listening.
Hugo