Can't flash debian on beaglebone black

I am trying to flash debian to my beaglebone black. I am using this image, BeagleBone Black (eMMC flasher) from I successfully write the image to the sdcard, put it into the beaglebone black, power on while holding button and release once I see all 4 leds light up. The instructions say that it can take up to 45 min. I let the first one go for over an hour and eventually unplugged and tried again. This time I let it go almost 1.25 hours and still no 4 solid LEDS. I confirmed by removing the sdcard and attempting to boot. When the sdcard is in there I can connect an ethernet cable and ssh into the machine. During the “flash” the USR2 and USR0 LEDS are flashing showing activity. What am I doing wrong? I did this about a month ago no problem but I messed around with my distro too much and had to reinstall.