Can't run setup.exe from ISO

[kupuna]

I have a Win10 64 bit ISO on a flash drive. I can boot with that drive (via UEFI). Installation begins and after proceeding to a dialog titled "Compatibility Report" the dialog says, essentially, remove the flash drive, restart normally, then insert media (i.e. flash) and continue the install from your OS. That's where I hang. I can't restart Setup.exe from the flash drive when I'm working within Win7.

 

[getochkn]

Seems like it's saying boot to windows, then put in the flash drive, then run setup.exe inside of windows.

 

[Mankar Kameran]

You may want to try copying the ISO to Windows, formatting your jump drive, and then burn it back on and try it again.

 

[kupuna]

Seems like it's saying boot to windows, then put in the flash drive, then run setup.exe inside of windows.

I've tried, but all I get is a half-second of the little blue spinner icon. That's all. It's as though something immediately blocks setup.exe from running. I also have a copy of the setup files on my desktop, and setup.exe is just as dead there.
So, maybe the problem is with something blocking a file from running. Maybe not the fault of the files, but something about my system. Ideas where I might start looking?