Toshiba New blu ray player turns on sporadically with MUCH effort -- Toshiba can't correct it but will do nothing about it. Internet

When you can't turn on a blu ray player out of the box, there is a problem.  Toshibas bdx2500 does just that.  After pressing the on button several several (20 or so) times, the player will sometimes turn on. I thought I was doing something wrong or needed to change a setting because of the "stand by" feature.  After going to the website I see the answer is unplugging the unit in order to turn it on with almost every consumer review complaining about the problem.  Toshiba acknowledges the problem by offering a firmware update to  "help" the problem....did that but no change.  This is insane.  This isn't some minor occasional glitch or inconvenient feature...it's the stinking most basic function of the entire unit! Toshiba is treating this like a loose door hinge or something.  I could contact them and they may offer to let me send it in for repair/replacement but the problem appears to remain for those that have done that and why should I HAVE to do that??  Given the amounts of complaints and Toshiba's own acknowledgement of the problem, it needs to be recalled.  This is entirely unacceptable and they have not handled it correctly at all.