Our wiki has some advice:
Quote:
Recovering a brick
Note: Some have reported that this does not work. You may need to return your reader to Sony.
1. You're stuck at "Reader starting up"
2. Paperclip the reset button then slide the power toggle.
3. When the screen goes blank, quickly connect the PC usb cable.
The Reader should reboot and show the USB connect in a minute or so, then you can use the Sony Updater to reflash your Reader.
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https://wiki.mobileread.com/wiki/PRS505