Url rewrite does not install on windows 10 IIS 10
Because it took me hours to find the problem, I am posting this solution to my own answer so it will save someone else this work.
In short you have to change the major version of the IIS via the registry key HKEY_LOCAL_MACHINE\SOFTWARE\Microsoft\InetStp\MajorVersion to 9 during installation and then back to 10 afterwards.
Solution is from: https://forums.iis.net/t/1223556.aspx
I found the downloads at the bottom for 2.1 work without any registry hacks:https://www.iis.net/downloads/microsoft/url-rewrite
I would prefer this as an option you can select from the roles, but who knows...