A lot of people have been having the exact same problem, I'm sorry but I don't know what the answer is though, except to keep trying, good luck.
Customer Service - 1-800-345-SONY (7669)
Account & billing Support -1-877-971-SONY (7669)
Available Mon to Fri 8am - 8pm PST
had a card for almost 2 weeks now with 20 bucks on it , hasn't been working for me either
Error 800231002 , its causing a lot of problems from my understanding , alas i hope Sony fixes the problem soon.
Since thats 20 bucks for a plastic stick right now..