x7 ultimate

Hi Gang, I have just received the necessary files from customer support to re-flash my X7 Ultimate. I must say that the support team have been top notch... Problem is when I press the reset button and plug it into the PC to enter flash mode Windows 10 does not correctly identify the device...

Can anybody here help me and let me know why my x7 is turning its self off when it gets to the large x in the middle of the screen on start up.. Any help would be appreciated thanks..