https://developers.google.com/identity/gsi/web/guides/features#exponential_cooldown
It's due to google Exponential cooldown feature.

To show it again:
For chrome you can navigate to chrome://settings/content/federatedIdentityApi and remove the sites from "Not allowed to show third-party sign-in prompts" where you need to show again even after close(X) icon is clicked.

Reference:
https://support.google.com/chrome/answer/14264742