I'll ask the question even though you have probably already done it, have you tried formatting the flash drive you're using to hold the ISO image and downloading another copy on the device?
 
If you have another flash drive, download the bootable windows install on that and try.
 
One thing I've done once is put an SSD the same size or smaller than the NVMe in the new system and installed Windows to it and then cloned it to the NVMe.  I then shut down, disconnected the SSD, rebooted into the BIOS and made sure everything was straight, and it worked.  I had thought the NVMe might have been the problem and it wasn't, it was just a MS thing of some sort for which I have no explanation.
 
I am using a X299 Dark.

there is Much you did not mention, like UEFI settings
 
USB is the way to go, No idea why you chose ISO ... or if your ISO is bad,  DVD not set to Boot .. or what is the issue
 
manual page 60
 
step 3-5 & 8-11
 
EVGA X299 DARK (151-SX-E299)
- 60 -
(excerpt)

2. After reviewing your SSD’s instructions and its respective Physical installation
instructions above, power on the PC and enter the BIOS/UEFI by pressing
the F2 key repeatedly.

3. Once in BIOS/UEFI, navigate to the “BOOT” section. Then go down to the
“CSM Configuration” heading and press enter, or click on it with your mouse.
a. For Windows 10: Set “Launch Storage OpROM Policy” to “UEFI”.
Then set “Launch CSM” to “Disable”.

4. Press F10 to save and exit the BIOS/UEFI.

5. Press Del on reboot to reenter BIOS/UEFI.
     a. If you are using a SSD-attached via PCIe, proceed to Step 6.
     b. If you are using the motherboard’s M.2 slot, proceed to Step 8.

6. If you are using an SSD connected via PCIe (e.g. an Intel® 750) or through an
adapter that connects an M.2 SSD to PCIe, go to “Advanced – PCIe
Configuration” and verify that the device shows on the slot you have it
installed.
     a. Verify the lane count and PCIe Generation. It should state “x4 Gen3”.

7. Next check the Dashboard on the upper right. The populated slot, lanes used,
and PCIe Generation should all match the information found in the previous
step.
     a. Proceed to Step 9 when done.
 
8. If you are using an SSD connected to the motherboard’s M.2 slot, re-enter the
BIOS/UEFI and go to “Advanced – Onboard Device Configuration,” and set
“M.2 Socket3” to “Enable.”

9. Go to the “Boot” Section, set “Boot Mode Select” to UEFI, and set first boot
device to “Hard Disk:Windows Boot Manager”.

10. Press F10 to save and exit. Insert/Connect your Operating System install
media and reboot.

11. Begin the Windows installation. During the drive selection step, you may need
to load additional drivers that are provided by the SSD’s manufacturer, which
would be covered in the SSD manual. If these steps are not followed you will
likely be unable to install the Operating System to the SSD and make it
bootable.

Im watching the Superbowl and playing New Vegas on my xbox. I'll give it another try when the game is over.

Im really trying to make sure it boots uefi. Last time I installed win10 pro, the mobo would only boot up in legacy mode. Only way for the os ssd to show up in bios boot.

Well instruction 8 doesnt work since theres no "M.2 socket 3 to Enable" option in the advance tab with bios 1.29

Congratulations, perseverance pays off.

 
Good to hear.