During the last month's we all had to go to the "Online support pages and sift through a vast scrapyard of documents and such...."
The main reasons I remembered for not recognizing the SSD during the firmware upgrade are:
1. Bios AHCI should be temporarily be switched to IDE (during firmware update).
2. SSD connected to a "improper" SATA port on the motherboard.
3. Issues related to Mac pc's.