You are not supposed to be able to do an “UPLOAD” because there is no such thing as an upload for this board, but apparently the CLI let’s you try to do it anyway. 
In Arduino-speak, UPLOAD means “send to bootloader over serial connection”. What we want to do to program a blink is called “Upload Via Programmer” by the IDE.
I do not see any way to explicitly do that with the CLI, so it looks like we will need to explicitly specify the programmer like this…
arduino-cli.exe upload --fqbn move38:avr:blink --programmer usbtinyisp
if you are using the usbtiny programmer (red rectangle), or…
arduino-cli.exe upload --fqbn move38:avr:blink --programmer usbasp
if you are using the usbasp programmer (plugs directly into the USB port).
Note that the “–programmer list” option does not seem to work as documented…
>arduino-cli.exe upload --fqbn move38:avr:blink --programmer list
Error during Upload: programmer 'list' not available
…so I got the names of the programmers directly from the programmers.txt file in case you are trying to use a different programmer.