I tracked the problem down to being with the copy of Calibri I was using, so I switched to another one, and it seemed to go just fine but ....
Now I'm stuck in the "Updating firmware now..." screen and it's been there for ... a long time now.
It doesn't seem to want to hard reset, and it doesn't seem to see the card so I'm not sure how to start over.
Anybody got a suggestion, or is it time to contact Sony's Tech Support folks?