Burning smell, like belt rubber, but the machine is direct drive with no belts, so the only other rubber part is the bearing seal. It turned out to be the case. Replaced the seal and both inner and outer bearings as well. Because they had a bit of noise.
The repair went well and the video, while not showing any struggles at all by the technician, I can say 90% of the repair went smoothly. The 10% that did not was replacing the door seal properly and especially those wire retaining rings. Definitely want two people for that and a second person when replacing the large springs that hold up the drum. The repair in total took about 4 hours and having the correct tools ready to go helped. The trick of using a 13mm socket to remove the shock pins did not work for me at all and I used a screwdriver to push in the pin lock.