Long hold on Kindle 4 is 40 seconds. I had this problem once and did the hard reset 7 times and it has worked ever since.
Is your unit black (kindle 5) or graphite gray (kindle 4)? I will do a little additional research on this when I get back home. I seem to recall there was some combo key thing that did more, but I could be confusing that with the Kindle Keyboard (3).
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