After watching a few videos on youtube, I learned 2 very important things that helped me solve the problem:
If you long press the “b” button, it does not factory reset, it just does a systems check. The correct way to factory reset is: long press the “b” button until it blinks white and immediately let go. After a couple of seconds it will blink red, do nothing. After another second or two it will blink green, do nothing. Now get ready, as soon as it blinks YELLOW single tap the “b” button. Your device is now factory reset.
In order to pair with ST you need to do 2 steps:
(a) tap the “b” button 3 times fast in order to “wake up” the device. Note you are not in pairing mode yet (this was my mistake).
wait a few seconds and
(b) again triple tap the “b” button fast. Now you are in pairing mode.
So yeah, thanks to all that tried to help me out, I hope this thread helps others in the future as well.