No USB Bootloader - EZ-USB FX3 SuperSpeed Explorer Kit

[AlFi_4500886]

* Took the kit out of the box.
* Plugged in USB 3 cable to my PC.
* Verified the USB StreamerExample Device works using C++ Streamer.
* Press reset; bootloader will not enumerate in USB Control Center.
* Plugged in second USB cable to Explorer board's debug port. 
  * USB 2 cable.
  * Plugged into a port marked SS capable.
* Enumerates as USB-Serial (Dual Channel) Vendor 1 and MFG.
  * See attached pic.
* Read Trouble Shooting Guide for the FX3/FX3S/CX3 Enumeration - KBA222372.
  * Per this, I'm doing everything right.

Other things I've tried.

* Pull USB 3 cable to remove power, then:
  * Hold down reset.
  * Plug in cable to apply power.

OK, what's wrong?