Guys - I've unlocked it!

Turns out it WAS the wrong driver, and NONE of the drivers had in the driver DL page specified HERE:
XS++ 2.x Guide - Top Sony Forums
worked!

I got a working driver from here:
USB Flash Driver Installation - Guide - Top Sony Forums
and more specifically here:
4shared.com - online file sharing and storage - download SEMC_USB_Driver.rar

But I got it from the forum didnt I??

thanks! :D