Flashing red light (My Cloud 2TB out of the box)

Just had my unit delivered from Amazon, was really looking forward to it.

Connected it to my homehub (green lights flashing at the back),however i’ve waited a while but the front light is just flashing red non stop.

Tried the 4 second reset - same thing. Tried the 40 second reset - same thing.

Unsure what to do next, thought this would be easy to at least set up initially ! Any ideas what else i could do ? Wasnt expecting this

Look at this prior topic, same problem.