Windows 10 Can't be kept because you're installing an edition of windows that's different than the one you're currently using

For the last few years, I have upgraded many PCs from Windows 7 & Windows 8.1 to W10 without issue, but this one keeps giving me the following error:

“Your files, apps, and settings can’t be kept because you’re installing an edition of windows that’s different than the one you’re currently using.”

So obviously, you would think I have or chose the wrong edition, so it’s my fault, but you’d be mistaken…I’m using the Windows Media Tool which chooses the edition automatically (well, it’s supposed to and has before many of times), yet during the upgrade process, I get that dreaded message above when it asks me what I would like to keep. The option to keep everything is greyed out. Of course, I could continue with just my data, and lose all my apps and settings, requiring me to reinstall all my apps and reconfiguring everything, but I shouldn’t have to.

What could be causing this?

I have confirmed the region and language, I currently have Windows 7 Pro x64 which is running in the latest windows updates.

Please check the link below,