Second replacement M9 won't update to Marshmallow, strange message in recovery

this is my second M9, after my old s-off M9 got replaced with a new one. but I am beginning tp suspect that the second new one is a dud also. So

this new device is LOCKED, S-On, Original firmware, stock recovery, not rooted.
So updated to 2.9.710.5 all ok
but problem : won't update to 2.10.710.x
it always fails. (It want take ota's to Marshmallow)

I tried flash Official OTAs via stock recovery via phone and sdcard both failed and got this strange error each time (image below)

tried official 0PJAIMG. zip via sd card method (so that I could try do all updates again) and got same/similar error messages.

anyone know what it means?
Any solution to get official OTA.
also If I S-off this phone and flash another firmware will it solve?

note- if i reboot, it just reboots back into 2.9.xxx.xx firmware and rom seema fine, just not able to update..

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