Challenges creating a bootable Install USB

I downloaded and installed Scale on my ESXi host several months ago and am ready to put it on bare metal.

So I create a bootable Install USB using Rufus and Etcher but no matter what I try, I can't get the server to boot to the installer and execute.

I've tried different USB, switched from BIOS to UEFI, confirmed other UEFI and BIOS USB sticks will boot from the same server, etc.

I feel so stupid but I'm out of ideas.

Please help!