Definitely a mechanical. The motor still turns when you push the button, but it just freewheels, so my temporary fix is to roll it up manually and zip tie it until I can get it replaced. 1000 miles, just another one of those things to repair on the next trip to the dealership....
It has the same mechanical stop to lower down as a sun visor, but this was some gearing internally that allowed it to freewheel down.
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