don't be insulted, but are you sure you have the firmware for the right device? There is an EZ Reader (6") and an EZ Reader Pocket Pro (5") and the firmware for the two is different.
I ask because the official site doesn't always differentiate as clearly as it could -- folks sometimes get the right file but end up trying to follow the update instructions for the wrong machine and wondering why the button they're told to press is not there...
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