@coderus touche, I should have given a bit more information :-)

Here's what I'm currently experiencing:
1- boot, select sailfish icon (ubiboot customized for sailfish)
2- I get the welcome screen in many languages after a few seconds
3- I select language the first time
4- I click through the 2nd screen
5- I select/confirm language the 2nd time
6- I get Please Wait
7- I get the welcome screen again (same as #1)