Serial console pin header plug has pin 1 marked with a small dot, and the pcb screen is suitably marked. Sanity check is pin 1 is closest to the power connector, and pin 2 is not wired.
Minicom under Linux does not change 'com' ports on the fly, you need to save to file or defaults, and restart minicom with the new setup else you wont see the box boot.
Box occasionally barfs with an 'unaligned access', pull the power and try again. For now.
Kernel is stored in the onboard rom. Rootfs is on flash, which OEM kernel needs to be formatted either ext3, squashfs, yaffs(2).
Press space three times immediately on power up to get to the bootloader menu.
lsusb shows it as: Bus 004 Device 005: ID 04cc:5556 Philips Semiconductors
lsusb -v -d 04cc:5556
Some/all of the interfaces helpfully pop-up - 'ls -ltrh /dev' is your friend.
The “Backfire” release seems to work okay:
$ ./scripts/feeds update -a
$ ./scripts/feeds install -a