X1 Carbon Gen 2 fails to boot after bios update

[stealer0517]

I tried doing a bios upgrade on my X1 Carbon Gen 2, and now the machine fails to boot.
When I press the power button the power light comes on, then the keyboard backlight, then the touch bar, then after about 1 or 2 seconds the machine resets, and it tries booting again.
I have no idea what bios the machine was on previously (just got it the other day) and Lenovos automatic driver updater suggested updating the bios to 1.4X (I assume latest).

I plugged in the machine, started the bios update and walked away. When I came back it was stuck in this boot loop.
The only way to get it out of this loop is to hit the reset button on the bottom of the machine. When I try turning it back on it just resumes the loop.

Any ideas on how to fix it? Or is it finally the time to buy a bios programmer and just try to reflash the bios manually?