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[Devastate]

Did you use the little gold pins that you put down into the holes?

Are you hitting the big eject button to turn on your xbox?

Have you checked to see if you bought a clone or an original?

[n1tro]

Assuming you are inserting the chip in the correct orientation, I'd say you have a dead chip.  Dead Xeniums are rare but I've seen my share.  If its a real Xenium, I'm sure you can get it exchanged from your supplier.