Oh dear, not that! No, I'm just kidding. As far as I know, it means the bootloader is not being written to the device either because it cannot be detected or a partition is screwed or more seriously, the partition table itself is messed up. If you dare, turn off everything, get into the APX Flash Utility and select a bundle package instead. You might get lucky the second or third or f...time around. There are several ways to work around this provided that the NAND is still functioning.
You can get this
package and try to install the V8 Bootloader following the instructions contained therein. Read this
thread for general explanation;
You can try downgrading to HC with this
tool, and reflash upwardly from there once you get everything going again;
Or if you suspect the device has bad sectors, download
this to repair. It does not actually repair, but seems to sidestep bad sectors and write to good ones.
Failing all the above, it is perhaps time you located a new board. I had one that froze during an update because I accidentally kicked off the AC Charger and it bit the dust. No amount of CPR did any good. Hopefully, it's not your case. Good luck.