Got it working but not sure what change got it going.....
Had added JAVA_HOME but removing it from the user environment variables has no effect. I started switching the profile from the "Select Maven profiles....". And I cleaned out the maven cache (everything under .m2) but there was no direct effect afterwards. Looked at the verbose information from Maven when updating the pom. Mentioned that a goal was not present (which was expected).
Basically I just checked setting and gave an ok. Weird.