Understood, it is that is what I think of as burn-in and that is quite permanent though, so when I heard about the issue with plasmas before getting my first one it had me particularly worried and only much later did I come to realize that the image retention plasmas are susceptible to isn't nearly such a cause for concern.
Well, if you have a (bright) static image on a new plasma for an extended amount of time you'd get varying wear on the phosphors and could get a permanent image "burnt in". I've seen this on exebitions-models that always run the same channel (ie. MTV), change the channel and a very clear inverted "MTV" is visible.
However, I completely agree with you that the problem is way overemphasized using my telly primarily for gaming, with many games having static HUDs (Oblivion, Crackdown, Forza 2 etc), and I have had zero image retention issues.
Cheers