It is a weak discharge from the ignitor. When you cycle the power, cathodes cool down. Then the ignitor pulse is sufficient to create the cold cathode discharge, but it is insufficient current to transition to hot cathode arc and the ballast OCV cannot overcome the high anode column drop (~60..70V on SON70W; the arctube is still pressurized) together with the cold cathode fall (~200..300V) to take over (like when cold).
As cathodes cool gradually, few seconds the ignitor is able to maintain the tiny discharge, then when they are still colder, it is not able to do so anymore, so the faint discharge disappear.
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