MacBook Pro (M1, 2020) "Continue holding for startup options"

Troubleshooting a MacBook pro for a friend. The macbook stopped booting to the OS entirely.

Tried re-installing the OS several times using re-install OS option via startup options.

Tried using an external thumb drive installation

Tried using Apple Configurator (reinstall/restore and revive) in DFU mode.

At first, I wasn't getting any chime until I used the configurator app.

Most of the time the install errors out at the very end with "Unable to set startup disk" An error occured while setting "MAC HD" as the startup disk. The operation couldn't be completed. (SDErrorDomain error 108)

I ran first aid on the disk + all partitions and they all check out fine.

No matter what I do, even if I hold the power button down, command+s, etc it just automatically boots to "Continue holding for startup options" ... even if I am not holding any buttons and simply press the power button to turn on.

I can't get it out of the loop. As far as I can remember the install went all the way through maybe once then restarted right back into startup options.

This macbook was barely used and my friend is really upset that this happened to such a new device.

We're lost at this point and not sure what to do. I would appreciate any help you guys can offer.