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Kobo doesn't release the updates to all affiliates immediately, so it's definitely possible that for the ones you used, the latest firmware available was still 4.7.10413. The device would check that the firmware installed didn't match (with the first 4.8 firmware being pulled and all) and that would trigger the "update".
The only person who updated via OTA in this thread so far used the "beta" affiliate, so that's a possibility for those that didn't sideload.
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