Brand new Zen 8GB wont start up?

I was all giddy when my cousin got his new Zen 8GB. When we turned it on, the only thing that shows up is a blank white screen. HELP! Whats going on?! If its broken out of the box...thats horrible.

It has been fully charged and i have made repeated attempts with the reset button. The screen is still a blank white.
I have already asked amazon.com for a replacement.
Why is this issue occuring? I have heard it happening to several other new Zens as well. It was depressing to have a brand new mp3 player fail out of the box after waiting for weeks, and hurts buyer confidence in the product.

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