You must run Setup from Windows to upgrade. Booting from the USB allows only a new installation, not upgrade. Also the language of the ISO must match that of your Windows. English (US) is considered different from International English (UK) and you cannot upgrade. If you have installed any language packs, the original language is that matters, not the language you added later. For instance, here in Greece we might install US version and then add the Greek language pack to switch the interface to Greek. To upgrade such system we must download the US version, not the Greek one. After installation you can install the respective language pack (24H2) to switch to another language if desired.
