diff --git a/firmware/src_simtrace/main.c b/firmware/src_simtrace/main.c
index c4e6f3c..c4df7bc 100644
--- a/firmware/src_simtrace/main.c
+++ b/firmware/src_simtrace/main.c
@@ -133,24 +133,72 @@
 		   g_unique_id[2], g_unique_id[3]);
 
 #if 1
+
+static const unsigned char __eeprom_bin[] = {
+  0x23, 0x42, 0x17, 0x25, 0x00, 0x00, 0x9b, 0x20, 0x01, 0xa0, 0x00, 0x5e,
+  0x01, 0x32, 0x01, 0x32, 0x32, 0x04, 0x09, 0x18, 0x0d, 0x00, 0x73, 0x00,
+  0x79, 0x00, 0x73, 0x00, 0x6d, 0x00, 0x6f, 0x00, 0x63, 0x00, 0x6f, 0x00,
+  0x6d, 0x00, 0x20, 0x00, 0x2d, 0x00, 0x20, 0x00, 0x73, 0x00, 0x2e, 0x00,
+  0x66, 0x00, 0x2e, 0x00, 0x6d, 0x00, 0x2e, 0x00, 0x63, 0x00, 0x2e, 0x00,
+  0x20, 0x00, 0x47, 0x00, 0x6d, 0x00, 0x62, 0x00, 0x48, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x71, 0x00, 0x75, 0x00, 0x61, 0x00, 0x64, 0x00, 0x20, 0x00, 0x6d, 0x00,
+  0x6f, 0x00, 0x64, 0x00, 0x65, 0x00, 0x6d, 0x00, 0x20, 0x00, 0x76, 0x00,
+  0x31, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00, 0x00,
+  0x00, 0x00, 0x00, 0x00
+};
+static const unsigned int __eeprom_bin_len = 256;
+
 	static const Pin pin_hub_rst = {PIO_PA13, PIOA, ID_PIOA, PIO_OUTPUT_1, PIO_DEFAULT};
 	PIO_Configure(&pin_hub_rst, 1);
 	i2c_pin_init();
-	while (1) {
-		for (i = 0; i < 256; i ++) {
-			int byte = eeprom_read_byte(0x50, i);
-			TRACE_INFO("0x%02x: %02x\r\n", i, byte);
-		}
+
+	/* wait */
+	volatile int v;
+	/* 440ns per cycle here */
+	for (i = 0; i < 1000000; i++) {
+		v = 0;
 	}
+
+	/* write the EEPROM once */
+	for (i = 0; i < 256; i++) {
+		int rc = eeprom_write_byte(0x50, i, __eeprom_bin[i]);
+		/* if the result was negative, repeat that write */
+		if (rc < 0)
+			i--;
+	}
+
+	/* then pursue re-reading it again and again */
+	for (i = 0; i < 256; i++) {
+		int byte = eeprom_read_byte(0x50, i);
+		TRACE_INFO("0x%02x: %02x\r\n", i, byte);
+		if (byte != __eeprom_bin[i])
+			TRACE_ERROR("Byte %u is wrong, expected 0x%02x, found 0x%02x\r\n",
+					i, __eeprom_bin[i], byte);
+	}
+	PIO_Clear(&pin_hub_rst);
 #endif
 
 	TRACE_INFO("USB init...\r\n");
 	while (USBD_GetState() < USBD_STATE_CONFIGURED) {
+#if 0
 		if (i >= MAX_USB_ITER * 3) {
 			TRACE_ERROR("Resetting board (USB could "
 				    "not be configured)\r\n");
 			NVIC_SystemReset();
 		}
+#endif
 		i++;
 	}