I spoke too soon. I was holding Main and H buttons and the pushing in "and holding in" the set button for about 10s.
The correct way is to: Pull set button out. Hold Main and H but just push the set button back in flush - do not push it in and hold it as if it was a hard reset. But do hold Main and H for 3 seconds and then release Main and H - set button should have already been released (since you never hold it in.)
