That was to boot fastboot on the Fire 7, I changed it to "FASTBOOT" for my more standard device. But again, "adb reboot bootloader" will get you into fastboot mode.Are you absolutely positively sure it's called "factfact"? I bet if someone issued the command "adb reboot factfact" it would take them to the menu to do the unlock
I suspect previous attempts to oem unlock were done in Windows which does not work in my experience(looks like the command is unsupported iirc). No idea why.