WAGuess is that maybe you can't upgrade with it any more? I dunno . . .
Edit: I found this statement at the top of the page:
Which seems to be in line with the bottom of the page:If you need to install or reinstall Windows 10, you can use the tools on this page to create your own installation media using either a USB flash drive or a DVD.
These downloads cannot be used to update Windows 10 PCs to the November update (Version 1511)