SBUU and SSU - firmware not applied

I am having an issue applying firmware to a Dell 2950.   I boot up the SBUU ISO and select the option to install the updates from USB. 

I insert the USB drive and the system returns a screen with the comparison report.

I select the firmware and Apply.  The screen refreshes and I get the status.

It shows 5% and after about 10 minutes I get a REBOOT button at the bottom.

I reboot back into SBUU to check if the firmware updated but it the new firmware from the repository is not applied.

any ideas?

thanks