About how long is the 770 software update supposed to take?
something as fast as a pair of minutes. My first attempt of upgrade stopped at 10%... and 10 min later I realised my 770 needed a reboot. I reflashed and got it installed really fast. hope this helps.
I got my 770 recently, and when I tried to upgrade the firmware the first time, the process froze at 10%. After a few minutes, I manually stopped the program, and rebooted my PC. The 770 remained in "update" mode or whatever it's called, and my PC was able to detect it again. The second attempt to upgrade the firmware was a success, and it took about a minute or so.