The unit should be able to load firmware when it is displaying this message, but you may need a special update version. You should contact Garmin Support.
Support was able to resolve the issue in just a couple minutes
Yes, they were able to fix me up.
Basically had to provide them with the unit serial number and my information (validate that it was a registered unit) and they sent me a loader program that is specific to my serial number. Worked first try.