Oh, self answer:

It seems that my hdd needs more time to start, when plugged to usb3 port (geekworm, why?).

So i forced to give it more time to spin up.

Two steps to do it:

1. Set USB boot first, instead of SD (but usb is not bootable). So pi4 give it some power on start:

sudo -E rpi-eeprom-config --edit and set BOOT_ORDER=0xf14

2. Give it timeout to spin:

sudo vi /boot/config.txt

program_usb_boot_timeout=5 max_usb_current=1 program_usb_boot_mode=1

This works, but now system starts for a longer time. Is there a way to get things working not in a such tricky way?