it means toss the Bush player and get a proper one ;-)
As the others have said, your player most likely requires a firmware update.
Early players were Profile 1.0. The Blu-ray standard continued to evolve, Profile 1.1 and 2.0 have been released since.
Most players can be updated by downloading the new firmware from the manufacturer's website, burning it to a blank DVD, and placing it into the player.
Some players can be updated over a network connection (you'll need to plug your player into your router if you have one, using an ethernet cable).
To find out how to update your player, have a flick through the manual.