Hard resetting Pixl.js via BTN 1 not working ?

Just tried it, and seems to work. Where is your experience different?

Remove power
Hold BTN1
Power it up & still hold BTN1
The display shows a progress bar for 10 for DFU (still hold the button)
Some selftest message (still hold the button)
The display prints self test messages (still hold the button)
Selftest finishes, and finally prints the following (still hold the button):

Erasing saved code
Done
Removed saved code from flash

Basically held BTN1 all the time.
Removed power, power it up again (unpaired from windows, paired again, because windows is windows), and successfully connected to it. Flash erased.