When reseting a bulb, deconz make a full reconfiguration, so it reconfigure bind and report, so your procedure is fine.
When a device is included, deconz configure bind (link with the coordinator) and report. This device don’t have DDF so it use ones from the legacy code, but as an other bulb is working with same setting I don’t think the problem is from here.
How to make bind/report Philips Hue Smart Button - Support Request · Issue #2077 · dresden-elektronik/deconz-rest-plugin · GitHub
Have you tried to swap the 2 bulbs ? the working and the not working ? to be sure it’s not from the hardware ?
Can try to take a look in logs with flag “error” and “error_l2” to see if you have connection issue.
This issue is not new, the device stop react but still work with broadcast request (group request) But I haven’t found another issue like this today.