I ordered three HDMI-DVI adapters and all three of them acted same way. In any case, the setup menu of Sony S550's HDMI option section is greyed out thus unable to select this hookup option whenever I am trying to connect through 990's DVI.

Everything else works as it should except DVI option. Whenever I tried to direct connect from S550 to front projector, it allows me to select HDMI option in my BDP. My front projector is Panasonic PT-AE4000U.