It does sound like it could be an odd incompatibility with the drive, or a miscommunication between devices. It's really hard to determine.

Is it possible to take your USB drive to the store and try the same test on the store's unit to see if you have the same reaction? That may indicate if the problem is universal, and if a replacement would solve the issue.

I'll check into the firmware instructions if you can tell me which country you're inquiring from, or better, post a link to the product page you're referring to. If not, I can post some instructions for you to use that will get the job done.