AW2523HF, won't firmware update

Was going to apply the firmware update that came out late march for alienware aw2523hf.

Download correct firmware file, runs for a second, then. "monitor not detected, insure usb cable is connected and monitor is powered on"

Tried 2 different usb cables. Second monitor off and just alienware as main display in settings. Not sure what to do at this point. I tried all the USB ports on the monitor as well, all different ports on desktop that i know all work. What am i missing?