Simply for entertainment value. I thought I might post Sony's ever-so-helpful email regarding this problem. 10 days asfter I contacted them. 9 day after the helpful people on this forum solved it. Go the corporate mindset.
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Thank you for contacting Sony Australia and apologies for the delayed response in regards to reference number #####.
If the reader has been hard reset to factory and the software will not respond as soon as the reader is connected, then please try to install the reader software on another computer to see if the same issue arises.
There maybe something on the computer that is currently preventing the device or the software from running correctly.
If you have any further questions, we recommend that you contact our Customer Infoline on 1300 13 7669 (Mon - Fri 8am-6pm. EST), with your CASE #######. This service is designed for certain types of enquiries that can be resolved more effectively and efficiently in conversation with one of our trained specialists.
Thank you for choosing Sony.
Regards,
Tier2 IT Support
Sony Australia
Customer Contact Centre