M9 S-ON UNLOCKED - unsigned zip flash

(bootloader) version-main: 1.40.401.8
(bootloader) boot-mode: download
(bootloader) version-bootloader: 1.0.0.0000
(bootloader) mid: 0PJA10000
(bootloader) cid: HTC__J15
all:
finished. total time: 0.016s

C:\ADB\ADB_M9_1.0.32>fastboot flash zip tmptest_S-ON_download_flash.zip
target reported max download size of 800000000 bytes
sending 'zip' (17519 KB)...
OKAY [  1.852s]
writing 'zip'...
(bootloader) HOSD CL#549783
FAILED (remote: 9: SD_SECURITY_FAIL zip from usb command in download mode)
finished. total time: 2.899s



C:\ADB\ADB_M9_1.0.32>fastboot oem rebootRUU
...
OKAY [  0.031s]
finished. total time: 0.031s

C:\ADB\ADB_M9_1.0.32>fastboot flash zip tmptest_S-ON_download_flash.zip
target reported max download size of 800000000 bytes
sending 'zip' (17519 KB)...
OKAY [  1.578s]
writing 'zip'...
(bootloader) HOSD CL#549783
(bootloader) ERR ZIP signature checking failed...
(bootloader) start@1
(bootloader) recovery.img@100%
(bootloader) Update zip file OK
(bootloader) end@Done
OKAY [  2.954s]
finished. total time: 4.532s

C:\ADB\ADB_M9_1.0.32>fastboot reboot-bootloader
rebooting into bootloader...
OKAY [  0.016s]
finished. total time: 0.016s