Could it be related to this?
Windows 10: broken update forces some users into endless reboot loop
Quote:
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“It downloads, reboot to install. Gets to 30% and reboots. Gets to 59% and reboots. Gets to 59% again and then states something went wrong so uninstalling the update. Wait a few minutes and reboot. Back to login screen,” said Microsoft forum user BrettDM. “This happens without fail, every single time.”
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Are you using a Nvidia graphics card? Apparently their update process uses a dummy user account. An entry in the registry about user profiles may mess with win 10 installation. The registry entries contain a directory that doesn't exist, ie C:\Users\UpdatusUser.
I'm preparing to upgrade to win 10 and my win 8.1 registry has 2 user profiles entries like that.