Earlier quoted context omitted.
I'm as big a Rufus fan as anyone, but for Windows 10 why wouldn't I just use Microsoft's boot image creator? That's what I've done lately, and it works every time with no fuss. https://www.microsoft.com/en-us/software-download/windows10 Edit: I just remembered that you might not be on a Windows device, in which case you may well want to download the ISO and use Rufus to make a bootable stick from it.
The official Windows media creation tool is a bit of an abomination. Primarily because it is slow and has very quirky requirements that it doesn't advertise and only checks for at the very last second. You download the tool and want to create a Windows 10 bootable USB, so you run the executable. Then you find out that it won't let you choose where to save the temporary ISO file that it wants to download. It's hardcod…
If you go to the Windows 10 download page, you can trick it into giving you the ISO by changing your responsive view mode in dev tools to an iPad or something and refreshing the page. Then burn with Rufus.