Yes. I do sign in with my Windows account.
I found the solution over the weekend, though.
After combing the internet for solutions I found Windows 8 or 8.1 rather doesn't like 3rd-party virus protection and firewall products. I saw references to McAffee and Norton and how removing them did the trick. So I disabled and uninstalled my Avast Internet Security, the update took hold immediately. I guess I'll just run Windows Defender and Windows Firewall on my Windows 8.1 machine as these are supposed to offer all the protection I need (HA!).
Why isn't the EU suing MS over this!? Gahhhh!!!!
I'm sure there's more than one way to skin a cat, though. Did you have another solution? I do like using Avast.