dmesg was absolutely silent about it when I plugged in or out my C-C USB cable although the device switched on when I was using a simple charger instead. I opened it up to see if there was a special switch or something to put it in firmware flashing mode, to no avail. The little documentation I had only mentioned using one of the USB port.
In the end, out of ideas, I switched cables (even though I knew my cable was perfectly fine). As soon as I plugged in a A-C USB cables, everything worked immediately...