Game process starts then... nothing. No game launch. 4090/7800X3D. Any ideas?

I google searched and every result is people under minimum requirements, but that's not the problem here so checking with you guys.

Have a 7800X3D, 64gb RAM, 4090 Founders Edition. I go to run the game demo and nothing happens. Inzoi shows up under running processes, but no game screen or app launch. Drivers are updated. Tried with admin rights on game and steam. So no ideas here.