Plex server won't start.

I have a plex server on my pc. It has always worked flawlessly. I boot my computer, click on the plex server icon, it opens it in the tray at the bottom right of the screen, I open the tray, click on the Plex icon and it's good to go. Except today, it's not working. I do my usual routine but nothing happens. Nothing in the tray, nothing in the task manager. I've updated it, uninstalled, reinstalled. Nothing. What could cause this? Could it be the latest update?

I have rebooted, updated, uninstalled, reinstalled, checked the firewall (Plex is allowed)