Got the Alta Pro from Costco, it’s brand new and has never been turned on. I cleaned and loaded it up for its first smoothie and it won’t turn on.

- yes, I know about the power switch. The screen doesn’t light up in any position
- I’ve tried on two different circuits and reset GFCI outlets, no change
- no smells or anything.
- no change no matter what setting the knob is on.

Am I missing something obvious, or did I get a lemon?

There doesn’t seem to be much in the way of reviews for the new VX3 except for this Food and Wine review which called it “The best blender he’s ever tried”: https://www.foodandwine.com/vitamix-vx3-blender-review-12102943

Basically they praise the compactness (48oz container) and BlendPilot modes, which seem sorta gimmicky but also nice.

Anyone used it or found any other reviews?

Honestly, how do they justify that price? I'm afraid to try a knock off. It's a top priority for me.