I started a Chat with customer support through the Fitbit app and was able to get this issue resolved so I'm happy. (I do really like this watch). The Google searches I was doing had people describing this same issue and they were getting incorrect advice as to how to reset the watch so it would stop the continuous rebooting. (Simply holding the button down for 10 to 20 seconds does NOT work for example). So I'm documenting here what the tech rep had me do to successfully *factory reset* it so it would stop that in case someone wonders across this topic in a Google search.
1 - Don't plug the Fitbit device into the charging cable.
2 - Press and hold the button for about 8 seconds until the screen turns off.
3 - After the screen turns off, you will feel a short vibration.
4 - When you feel the vibration, release the button and immediately press and hold the button again.
5 - Wait until the blue logo appears, then disappears.
6 - Immediately release the button and then immediately press and hold it again, until you feel a vibration.
7 - After you feel the vibration, release the button.
8 - This vibration indicates you started the factory reset.
After the Fitbit logo appears, the Fitbit device shows the image with the phone icon and setup indicator.
The timing of that was tricky and it took me a few tries to get it right, but it does work. Note that after your factory reset, you will need to use the Fitbit app to set it up again as if it is a new watch (which, from a software standpoint, it now is...)
Good luck ! (And thanks to the tech Santiago for getting me fixed up!)
