Cannot boot from new SFOS install on whitelabel appliance

Booted from the USB created from software ISO image downloaded today (v 18.3). The SFOS installer finds the internal SSD and completes he setup without error.  After reboot, the system will not start from newly created OS. It cannot see it as bootable. I have tried both legacy and UEFI, changed boot order, etc, etc. 

Not sure if there is a SFOS compatibility issue or something is not going right with final part of the setup?