U2720Q, macOS, cannot update firmware M2T105

I'm trying to install macOS DDM 1.50.0.041 on my U2720Q. I use this monitor with a 2020 M1 Macbook air via USB Type-C. I see that I should update my monitor's firmware from M2T103 to M2T105 for but am unable to do so. I've tried:

• running the update package when connected via USB Type-C on both ends
• running the package when connected via USB Type-C on both ends, and connecting the monitor's USB A to my laptop's USB Type-C (no converter, just a Type-A to Type-C cable)
• running the when connected via just the USB Type-A from monitor to USB Type-C on laptop

Everytime the package installs fine without any errors and yet the firmware still reads M2T103 and I can't use DDM for macOS.

Really appreciate any help, just been super frustrated by the total lack of proper instructions and support for firmware update, specifically Macs.