You don't happen to have an IKEA outlet that is getting picked up instead?
I have 2, both already paired to hubitat and have been unplugged for about 30 mins as I was worried that maybe some devices acting as zigbee bridges might be messing up the pairing. When setting up some other ikea bulbs I noticed that they were getting added as control outlets, but then I could switch to Advanced Zigbee Bulbs and things worked fine.
Both bulbs pair to Smartthings fine, and I am pretty sure I'm getting them removed and reset (on/off 6x get a pulse 4x then bright vs the slow up/down dim of pairing) and ST hub unplugged.
It may be worth checking the zigbee details page (under Settings) to see if anything useful is shown there.
People have often grouped Tradfri bulbs and maybe outlets into the category of devices that are best on their own ZigBee network, typically a hue bridge or separate HE hub. Not sure if that is still true of Tradfri... Do you have either of those? A hue bridge or second HE hub? Or are these currently your only ZigBee devices on HE?
One thing I noticed with one of these.. I starting pairing,.. was prompted to name, skipped the rooms setting portion and got to the device page. I could turn the device on/off for a moment even as a control outlet.. once the device flashed (as if to show that setup was done) I couldn't do anything else.
I was pretty sure I'd been resetting the bulb, but IIRC these are kinda notorious as being difficult to reset. I took a Tradfri remote that wasn't paired to HE, and paired to the bulb via TouchLink. Then paired the bulb to HE. It still pairs as a Outlet Control, but I was able to change it to Advanced Zigbee Bulb and it's working fine.
I'm guessing either my factory reset by switch wasn't enough or right.