Can't upload FW to Azteeg X1

Trying to flash firmware for my first time and cannot get it to go.

I get an error that says:

avrdude: stk500_getsync(): not in sync: resp=0x00
avrdude: stk500_disable(): protocol error, expect=0x14, resp=0x51

I've followed the wiki...
- tried arduino IDE 0022 and 0023
- made sure the com port shows up and is selected in the software
- got and used the sanguino patch and made sure proper board is selected in IDE
- tried various baud setting on the com port
- tried internal and USB power
- yes the reset jumper is in place
- tried different USB cables
- reset, rebooted, re-downloaded, and re-installed everything a few times
- wiki said Win7 would get the driver itself, which it did. When that didn't work I downloaded the driver in the wiki and same result

I googled this and seems to be a pretty common problem. I've tried most of the suggestions I've found which is why my list above is so long. beyond what I've tried involves lifting a pin on one of the chips, which I think should be unnecessary plus this is a brand new kit and that would likely void a warranty. The other thing I saw mentioned was re-flashing the boot loader but that is beyond me and wouldn't want to proceed with that without guidance.

Thanks for any help,
Ryan