ASUS TUF X299 MARK 2 stuck after post

[ambision]

2 weeks ago, out of nowhere, my pc got bricked. on startup, I hear the post beep fine, but it gets stuck on the "the ultimate force" welcome screen.

I cant get to the BIOS, but it is unresponsive! pressing F5 for default or F7 for advanced settings does nothing!!

 

I tried updating the bios by sticking the usb disk on key with the .cap file. it shoulkd have propted an automatic update - but it didn't do anything.
I tried clearing CMOS via the jumper but it also sent me back to the bricked BIOS.
then I tried removing the baterry and removing all hardware and only 1 RAM stick. still the same.
last thing - I tried formatting to a new installation with a usb, but changing boot priority did not work.
still stuck on this splash screen.

 

Also, I see this weird orange led down under the last PCIe lane. nothing in the manual about it.

 

here are some pictures:
https://www.dropbox.com/sh/ygrj5evqyhqfhfh/AAB0y5BbhqvkVP7_LNXFFUlya?dl=0

 

what can I do to fix this??
thank you