Hi, I too bought one of these to have a play.
The batteries are fully flat and it needs to be plugged in for a couple of hours before it will do anything.
If windows fails to recognise it try plugging it in switched off, also try rebooting the comp with it plugged in. If you can see it you can try reformatting. There are system files there - but they are regenerated if you reset (pin in the back) so formatting does no harm except any files on it are lost, of course.
The firmware has the same version number as the MiGear and they are the same chip. But all these cheap e-readers probably have different firmwares packaged for the middleman seller.
I really got this one to see if I could flash a better firmware - but they certainly don't make this easy.
The problem I have and which makes this book a fail is that it doesn't save bookmarks when you switch off. I'll play with it some more and then return it.