Thank you for your inputs, all so helpful.
At first, I noticed this:
I followed the instructions and loosened my feeder tension to near zero. Unfortunately, this did not work as I observed the same printing problem.
With some research, i discovered that some posts have stated that it could be a blocked nozzle. So I followed the Atomic technique described in the manual. I git this:
Please note, the heated shape is smaller than what's is displayed in the manual. Also, it took A LOT of pressure before any material came out of the nozzle. I wonder if the wires are connected properly to produce the right temperature readings. It seems to me at 90 degrees I should see a filament, but it does not.
I re-calibrated the bed, applied glue stick to print the first PLA object and the print fails to produce any material out of the nozzle. I believe I have a bad extruder. I will be removing the assembly, tomorrow, for further inspection.
I'm wondering if I should just call 3D universe and get a new extruder or get one from Ultimaker directly? How would I do that?