the install.wim file from newer Windows 10 Consumer DVDs is greater than 4GB and exceeds the maximum filesize of a fat32 formated USB Stick. Therefore the simplest way to created a bootable USB device is no longer possible.
Install.wim contains multiple Versions of Windows 10. It is possible to shrink the file under the 4GB border: Just extract the version you need from it. Its not requiered to reformat (with a FAT32 boot partition and a NTFS Data Partiton) the stick by Rufus or such tools.
Get a list of all available versions, get determine the index of the version you want to install.
D:\> dism /Get-WimInfo /WimFile:H:\sources\install.wim
And write a new install.wim by exporting the version selected by index.
D:\> dism /export-image /SourceImageFile:H:\sources\install.wim /SourceIndex:1 /DestinationImageFile:D:\Temp\install.wim /Compress:max /CheckIntegrity