[AT&T, Rogers HTC One X, Telstra One XL] besotsima:
it ended like this:

Microsoft Windows [Version 6.1.7601]

Copyright (c) 2009 Microsoft Corporation. All rights reserved.

C:\Users\XXXX>adb reboot bootloader

error: device not found

C:\Users\XXXX>adb reboot bootloader

C:\Users\XXXX> fastboot oem rebootRUU

...

(bootloader) Start Verify: 0

OKAY [ 0.086s]

finished. total time: 0.086s

C:\Users\XXXXX>fastboot flash zip C:\adt-bundle-windows-x86_64-20131030\adt-bundl

e-windows-x86_64-20131030\sdk\platform-tools\firmware.zip

sending 'zip' (20228 KB)...

OKAY [ 2.272s]

writing 'zip'...

(bootloader) zip header checking...

(bootloader) zip info parsing...

(bootloader) checking model ID...

(bootloader) checking custom ID...

(bootloader) start image[hboot] unzipping for pre-update check...

(bootloader) start image[hboot] flushing...

(bootloader) [RUU]WP,hboot,0

(bootloader) [RUU]WP,hboot,100

(bootloader) ...... Successful

FAILED (remote: 90 hboot pre-update! please flush image again immediately)

finished. total time: 3.829s

C:\Users\XXXXX>fastboot flash zipC:\adt-bundle-windows-x86_64-20131030\adt-bundle

-windows-x86_64-20131030\sdk\platform-tools\firmware.zip

unknown partition 'zipC:\adt-bundle-windows-x86_64-20131030\adt-bundle-windows-x

86_64-20131030\sdk\platform-tools\firmware.zip'

error: cannot determine image filename for 'zipC:\adt-bundle-windows-x86_64-2013

1030\adt-bundle-windows-x86_64-20131030\sdk\platform-tools\firmware.zip'

C:\Users\XXXX>fastboot flash zip C:\adt-bundle-windows-x86_64-20131030\adt-bundl

e-windows-x86_64-20131030\sdk\platform-tools\firmware.zip

sending 'zip' (20228 KB)...

OKAY [ 2.272s]

writing 'zip'...

(bootloader) zip header checking...

(bootloader) zip info parsing...

(bootloader) checking model ID...

(bootloader) checking custom ID...

(bootloader) start image[adsp] unzipping & flushing...

(bootloader) [RUU]UZ,adsp,0

(bootloader) [RUU]UZ,adsp,12

(bootloader) [RUU]UZ,adsp,24

(bootloader) [RUU]UZ,adsp,36

(bootloader) [RUU]UZ,adsp,48

(bootloader) [RUU]UZ,adsp,61

(bootloader) [RUU]UZ,adsp,72

(bootloader) [RUU]UZ,adsp,84

(bootloader) [RUU]UZ,adsp,97

(bootloader) [RUU]UZ,adsp,100

(bootloader) [RUU]WP,adsp,0

(bootloader) [RUU]WP,adsp,100

(bootloader) ..... OK

(bootloader) start image[pg2fs_spcustom] unzipping & flushing...

(bootloader) [RUU]UZ,pg2fs_spcustom,0

(bootloader) [RUU]UZ,pg2fs_spcustom,45

(bootloader) [RUU]UZ,pg2fs_spcustom,88

(bootloader) [RUU]UZ,pg2fs_spcustom,100

(bootloader) ..... OK

(bootloader) start image[rpm] unzipping & flushing...

(bootloader) [RUU]UZ,rpm,0

(bootloader) [RUU]UZ,rpm,100

(bootloader) [RUU]WP,rpm,0

(bootloader) [RUU]WP,rpm,100

(bootloader) ..... OK

(bootloader) start image[sbl1-1] unzipping & flushing...

(bootloader) [RUU]UZ,sbl1-1,0

(bootloader) [RUU]UZ,sbl1-1,100

(bootloader) signature checking...

(bootloader) verified fail

(bootloader) ..... BYPASSED

(bootloader) start image[sbl1-2] unzipping & flushing...

(bootloader) [RUU]UZ,sbl1-2,0

(bootloader) [RUU]UZ,sbl1-2,100

(bootloader) signature checking...

(bootloader) verified fail

(bootloader) ..... BYPASSED

(bootloader) start image[sbl1-3] unzipping & flushing...

(bootloader) [RUU]UZ,sbl1-3,0

(bootloader) [RUU]UZ,sbl1-3,100

(bootloader) signature checking...

(bootloader) [RUU]WP,sbl1-3,0

(bootloader) [RUU]WP,sbl1-3,100

(bootloader) ..... OK

(bootloader) start image[sbl2] unzipping & flushing...

(bootloader) [RUU]UZ,sbl2,0

(bootloader) [RUU]UZ,sbl2,100

(bootloader) [RUU]WP,sbl2,0

(bootloader) [RUU]WP,sbl2,100

(bootloader) ..... OK

(bootloader) start image[sbl3] unzipping & flushing...

(bootloader) [RUU]UZ,sbl3,0

(bootloader) [RUU]UZ,sbl3,100

(bootloader) [RUU]WP,sbl3,0

(bootloader) [RUU]WP,sbl3,100

(bootloader) ..... OK

(bootloader) start image[tz] unzipping & flushing...

(bootloader) [RUU]UZ,tz,0

(bootloader) [RUU]UZ,tz,100

(bootloader) [RUU]WP,tz,0

(bootloader) [RUU]WP,tz,100

(bootloader) ..... OK

(bootloader) start image[wcnss] unzipping & flushing...

(bootloader) [RUU]UZ,wcnss,0

(bootloader) [RUU]UZ,wcnss,20

(bootloader) [RUU]UZ,wcnss,40

(bootloader) [RUU]UZ,wcnss,60

(bootloader) [RUU]UZ,wcnss,81

(bootloader) [RUU]UZ,wcnss,100

(bootloader) [RUU]WP,wcnss,0

(bootloader) [RUU]WP,wcnss,100

(bootloader) ..... OK

(bootloader) start image[radio] unzipping & flushing...

(bootloader) [RUU]UZ,radio,0

(bootloader) [RUU]UZ,radio,6

(bootloader) [RUU]UZ,radio,11

(bootloader) [RUU]UZ,radio,18

(bootloader) [RUU]UZ,radio,23

(bootloader) [RUU]UZ,radio,30

(bootloader) [RUU]UZ,radio,35

(bootloader) [RUU]UZ,radio,42

(bootloader) [RUU]UZ,radio,48

(bootloader) [RUU]UZ,radio,53

(bootloader) [RUU]UZ,radio,59

(bootloader) [RUU]UZ,radio,65

(bootloader) [RUU]UZ,radio,71

(bootloader) [RUU]UZ,radio,77

(bootloader) [RUU]UZ,radio,83

(bootloader) [RUU]UZ,radio,89

(bootloader) [RUU]UZ,radio,95

(bootloader) [RUU]UZ,radio,100

(bootloader) [RUU]WP,radio,0

(bootloader) [RUU]WP,radio,47

(bootloader) [RUU]WP,radio,95

(bootloader) [RUU]WP,radio,100

(bootloader) ..... OK

(bootloader) start image[rcdata] unzipping & flushing...

(bootloader) [RUU]UZ,rcdata,0

(bootloader) [RUU]WP,rcdata,0

(bootloader) ..... OK

OKAY [ 23.873s]

finished. total time: 26.146s

C:\Users\XXXXX