Well finally I can use it -which doesn't mean that it is fixed.
I sent the installer to the trash inbox. I took the old Quartus 9.1 installer and execute it.
Didn't wait for it to complete, just as it started to copy the files I went to the recently created bin folder and execute the "bblpt.exe /i" command... run quartus 10 (I didn't uninstall it before) and give it a try... works!!!
So it seems to be as simple as something is broken in 10.
I moved the bblpt.exe to the 10's bin folder and try again but it didn't work...
meaning there's another file in 9.1 that is good while its counterpart in 10 is broken....
Wonder why Altera hasn't look at this.... it seems so simple to resolve if you know what every file is for.