Nexus 7 not starting

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http://androidforums.com – My Nexus 7 stopped starting up today. I was playing a game when my device suddenly froze, about 3 seconds later it turned off. I have a non-rooted build, no "odd" apps or downloads. Now when I try to turn it on it go's to the Google screen fine, go's to the X, but gets stuck on the X. Don't know why :confused:! Any suggestions? (General)