I tried twice at both points when asking but said my key was not valid so thought I would skip them both then enter it once installed but W10 was already activated so didn't bother.
I even removed the partition and created everything from new when I did my clean install
Just installed Windows 10 via the same method, created a USB formatted my drive and begun a complete fresh install at both stages I skipped the activation code as my Win 7 code isn't accepted after checking in Start > Settings > Update & Security my Windows is not activated.
Although all windows updates etc are downloading! Will keep an eye out on this thread to see if people get the same issue and resolve it.
(hoping I just receive a code via email as I have installed before my update was ready)
Edit: I locked up whilst only being able to see a black screen and my cursor now when I boot I go past the Bios screen to a constant black screen.. Uh oh!