Kobo rolls out firmware on odd schedules depending on where you bought it. You can edit a file within the reader, or manually install the update. Read the first few posts
in this thread, making sure you download the correct firmware for your reader.
If you want to edit the file and Kobo should then download the firmware on its own, the file you edit is located in the .kobo directory on the reader. Open up the affiliate.conf file in a text editor, change it to read:
[General]
affiliate=BestBuyCA
Save it and turn on the wife and see if it doesn't update immediately. Since I've set mine to BestBuyCA, I get the firmware updates on the first day.