Trouble Booting Rockpi 4

Just received my rockpi 4 in hopes of install ubuntu server on it. When I plug in the USB C power cable, the green LED lights up. Beyond that, nothing seems to happen. It does not interact with the ubuntu USB stick, there is no HDMI output, nothing.

Am I doing something incredibly stupid? I can’t find anything on the wiki pages that is relevant.

Which is your ROCK Pi 4 model?

Would you please try to install eMMC/TF again according to this getting started guide? https://wiki.radxa.com/Rockpi4/getting_started

It’s a rock pi 4 plus v1.72. The eMMC does not appear to be removable.

Oh it is. After enough frustration with Radxa, it’s quite easy.

Hint: hairdryer and a sharp knife. Don’t stab yourself