I suppose MS supplying an *.iso file is asking too much.
Yes, the same download I linked to is a media creation tool, I put it on a USB stick. But if you have the free license from upgrading from 7 or 8, you need to run the upgrade first before doing a clean install from media.
The media creation tool can be used to upgrade your current PC to Windows 10 or to create a USB or DVD
http://windows.microsoft.com/en-us/windows-10/media-creation-tool-install?ocid=ms_wol_win10