I have tried every USB port on the PC with no luck. The driver is installed correctly as it is showing the correct installation when running dpinst64.exe (libwdi (WinUSB) USBDevice) status "Ready to use".
The instructions say:
5. We take a toothpick and press the RESET button on the box under the USB3 port. We hold down the RESET button and now connect the USB A cable to the blue port on the box and a USB on the PC.
6. We hold down the RESET button until the tool says something like "Hub5-4 Connected". It can take up to 20 seconds, so be patient. Once that's done, we've got half the battle in the bag.
These are not correct instructions because just holding down the reset button while connecting the USB cable does nothing. I have to release the reset button and press it again to get the Windows notification. I am not sure when do it this way gets the player to the correct mode because despite the installed driver the PC gives a notification that the connected device is not recognized.