Driver does not attach to device and does not log anything

Hi I'm succesfully loading the driver:

PS C:\Users\Daniel\clone\Windows-rust-driver-samples> pnputil.exe /add-driver target\debug\echo_2_package\echo_2.inf /install
Microsoft PnP Utility

Adding driver package:  echo_2.inf
Driver package added successfully.
Published Name:         oem2.inf

Total driver packages:  1
Added driver packages:  1

Then I use devgen to create a device:

PS C:\Users\Daniel\clone\Windows-rust-driver-samples> .\devgen.exe /add /hardwareid "root\ECHO_2"
Microsoft Device Generator

Device successfully created. Device Instance ID: SWD\DEVGEN\{6cbf6930-9e19-ad4d-9ce3-8a8550e7d784}

But I don't see any log messages in DebugView:

And Driver Store Explorer also does not show any device associated with the driver (last column "Device Name"):

Consequently the demo app does not find the driver:

PS C:\Users\Daniel\clone\Windows-rust-driver-samples> cargo run --bin echoapp
   Compiling echoapp v0.1.0 (C:\Users\Daniel\clone\Windows-rust-driver-samples\general\echo\kmdf\exe)
    Finished `dev` profile [unoptimized + debuginfo] target(s) in 3.54s
     Running `target\debug\echoapp.exe`
Error: "Error: No active device interfaces found.  Is the sample driver loaded?"
error: process didn't exit successfully: `target\debug\echoapp.exe` (exit code: 1)

Anything I could've done wrong? I did load the certificates into Trusted Root Certification Authorities and Trusted Publishers.
Bitlocker is off, testsigning is on, secureboot is off.

Reproduce the reported sequence with pnputil, devgen, and cargo run --bin echoapp, then inspect the echo_2 driver package and its device association using DebugView and Driver Store Explorer. Done means the driver attaches to the generated device, emits log messages, and exposes an active interface that echoapp can find.