USB boot fails with instructions from docs

I wrote this image from the docs to a USB device:

Then I inserted the USB device and put the VIM 3 in upgrade mode.

It seems to access the USB device for a few seconds and then begin booting from the EMMC. I also tried a different USB device with the same results.

What could be the problem?

The fix was to decompress the image first. It has been a long day.