TopoActive NA update restarts endlessly?

Just got this thing yesterday, and it immediately showed that an update to TopoActive North America was available, GREAT!

I allowed the watch to start an update "TopoActive North America" about 7 hours ago.
The watch has been fully charged and plugged in during that time.
This update has apparently restarted numerous times

Please see Imgur shots of 36% -> 60% -> 1% over the course of an about an hour.

What the heck is going on with this thing?