Upgrade to Windows 10 does nothing..

Hi
I started with a clean install of windows 8 using Parallels Desktop for Mac V10 - I went through and did all the updates and then updated to windows 8.1
So effectively have a clean install of windows 8.1 with all updates.
I then updated Parallels Desktop for Mac to V11 today and then went about updating Windows to Version 11.. I followed the directions here:
http://kb.parallels.com/122884
It of course takes best part of an hour to download - then does it's 'verify' pass - then .. nothing... no error.. no dialogs.. just nothing.
Tried it three times.
Yes confirmed it's 64bit - checked the instructions - checked I have > 2GB ram allocated (actually 12288MB).. checked Parallels is up to date (which of course it should be anyway since I just bought and downloaded V11 today). :-(
Whyyyyyy?!?! boohoo..
PS If I go to the windows icon in the bar at the bottom where you would normally upgrade windows 10 it says "Parallels Display Adapter (WDDM) - the display manufacturer hasn't made your display compatible with windows 10...'