Neo z64-w10 initial setup problems

Hi, just got my new Neo z64-w10 with windows 10 already installed on the machine.

The problem is that the machine keeps rebooting during windows initial setup.

I've got through the first setup screen (language and time zone preferences) and the second setup screen (express setup), but afterwards the machine reboots and brings me back to the first screen (language and time zone preferences).

I've tried re-plugging the AC. Did not help.

Any suggestions?