.pry! does nothing in rails console

[Andrew-Max]

Ruby 2.7.3
Rails 6.1.4.1
pry (0.13.1)
pry-byebug (3.9.0)
pry-rails (0.3.9)
Ubuntu 20.04.1

If I do awesome_print User.first I get a properly formatted object

If I add a .pryrc (which I verified is being loaded) or if I enter AwesomePrint.pry! directly in rails console it returns:
#<Proc:0x0000562af5db00a8 /home/a/.rvm/gems/ruby-2.7.3/gems/awesome_print-1.9.2/lib/awesome_print/custom_defaults.rb:45

but none of the formatting has changed