Can't flash CM3 with CM3 I/O board

Hello,

I am trying to flash CM3 eMMc in Windows. Seems it can’t recognize the usb device, even after follwing the steps here: https://wiki.radxa.com/Rock3/installusb-install-radxa-cm3-io.

Pls help. We want to use CM3 in production. Specs look great.