Computer won't boot past motherboard splash screen (Windows 10)

Hi all, have a Windows 10 system that I don't usually fully shut down, but did recently to do a windows update.

The update seemed to complete totally fine, system restarted, I was able to log in, and then I shut down for the night thinking I'd reopen all my stuff the next day.

When trying to restart the next day, it got to the Gigabyte splash screen then immediately shut down and auto restarted in an infinite cycle. This had happened once before, back in September but a friend and I got it working again then (I shut down, unplugged, held down the power button for a bit, left it for several hours, and it worked when I got back.

This time I tried the same thing, leaving it from around 2am last night to around 3 or 4 pm today but the issue is persisting. We were curious if it could be a PSU issue but if I hit the bios menu keys it does open that menu and stay powered on as long as the menu is open, which doesn't necessarily guarantee the PSU isn't having a problem, but I'd expect it to also shut down from the menu were that the case.

I don't seem to have a way to get to safe boot unfortunately and I have some cursory knowledge but not incredibly deep. I've seen a few articles online saying to try "load optimized defaults" from the BIOS menu which is probably my immediate next step but any other advice is appreciated. My options seem disappointingly limited with no access to safe mode.

Possibly also relevant I did check on the Gigabyte website and the BIOS does seem to be up to date.

ETA: Loading optimized defaults didn't seem to do anything.

Editing to update: pulled basically all components with a friend who does this for a living, cycling persists. We're looking at the possibility that it could be either power supply, CPU or motherboard at this point since nothing else seems to have an impact.

Besides that there's the possibility both RAM sticks are screwed but he said it doesn't look like that's the issue. Possibly looking at just replacing the bones and putting my other components into it but we'll see.