nrf52840-dk not showing up as a USB device and not listed in VSCode Connected Devices

This is a brand new board nrf52840 development kit. LED5 flashes really quickly. The 4 buttons activate their corresponding LED. I tried using different USB cables. At some point I got a few messages on my macbook that I don't quite recall but it went something like "the segger was not ejected properly" and it kept repeating. But now nothing. lsusb shows nothing as well. Help.

PS: I tried "Power off the kit. Hold down the "IF boot / reset" button, then power on the kit" but it does not appear to do anything.

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