Unable to Mount boot partition - nothing happens during install

I had the previous version for few years, tried to upgrade today and got an error:
Installation Failed!
Unable to Mount boot partition
I tried restoring the ATV to factory, it’s stuck at restore.
Tried booting with other Linux based media, no luck.
Is the ATV modified in such way it cannot boot anything other than your own product?
Any help or refund would be greatly appreciated.
Friday, 13:25
So after rebooting with the recovery key about 12! times, it finally reset the ATV to factory.
Tried the firecore stick again, it says installation completed however it reboot straight into apple TV again…