the firmware version reported in the executable needs to match what revision it actually is. There is a poky issue right now that could cause these to be mismatched. This is currently worked around in parabuild script, but this will continue to be an issue for local poky builds.

from campfire:

Ben K.  	
[11:20:28.3056] Slim::Utils::Firmware::jive_needs_upgrade (309) Jive needs upgrade! (has: 7.3 r2895, needs: 7.3 2902)
except I'm running r2902

Richard T. 	
heh, i think it's a poky problem :(

Richard T. 	
the jive executable (with the version number) will only be rebuilt if that package changes.
the old build system built it all the time.