R7000 Won’t Reset

I have an R7000 that I am locked out of and need to reset. But no matter what I try, I can’t get it to reset to factory setting. While the router was on and running, I’ve held the reset button for 7 seconds then released but nothing happens. I’ve tried holding it for longer, even 90+ seconds, nothing will happen. 

So I unplugged it, held the reset button down, then plugged it back in and turned it on. The lights will all flash, but once I let go it just boots up like normal under the old account that I’m locked out of. 

this thing is effectively bricked. Any wizards out there?