I figured it out. I needs to be switched "on" and have a battery supplying power. It' not USB powered like other stuff I've used.
Edit: I see you posted the answer while I was figuring it out. These PDF instruction manuals aren't the best.
the link I provided for the SP software works fine. The USB is identified as a hobbywing.
Neat.
I got a brand new 8.5 motor. Anyone want to trade it for a 17.5? I ordered it a month ago when I had a car I wanted an 8.5 in. Now that truck is long gone.