Windows 7 will not install latest graphics driver

If you have a look at the last four digits of your driver, it claims it is 31090. I guess Nvidia must refer to them putting the decimal point at different positions.
I think you're up to date.

Did you check to see if the driver release supports the card ?
And did you also uninstall the old driver first.

Download GPU-Z, or HWInfo, to see what driver version it shows.

Windows is going to report different unless the driver is WQHL certified (which this one is). All it means is that nVidia paid M$ to verify the driver compatibility through their OS.

You are indeed running the latest version by what you are telling us but GPU-Z will allow you to see if for yourself