Hello there, i own an Ipod 60gb 5th gen and wanted to change the name of it from say Chris's ipod to Steve's ipod. Have tried renameing on itunes but no luck - it just changes back when i reconnect the ipod to the old name.
Maybe try running the iPod updater and completely restore back to factory settings??
Only if all your iPods contents are backed up on your PC of course...
This thread at iLounge.com seems to indicate that what you have tried should work though.
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