Another data point, to be able to boot the SD Card you need to press f12
for the boot screen during start-up and select legacy boot: sd card.
SD Card is a generic 16GB card from Amazon that came part of a package
with a Raspberry Pi3 (branded with a Raspberry Pi logo). This (micro)SD
card is housed in an adapter (also Raspberry Pi branded).
Finally, this happened whilst trying to install Bionic.
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Installing from sd card fails on some hardware
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