What are the differences when loading from USB Flash recorded in different ways?

Question

BIOS

I killed half a day trying to install Windows 10 from USB Flash to a freshly assembled computer with an NVMe PCI-E SSD. NVMe drive, asked for drivers that neither the drive manufacturer nor the motherboard manufacturer offered.

As it turned out later, the essence of the problem was that I burned the image of the installation disk to USB Flash from under Linux using the dd command: I always did this with different versions of Windows, and as long as the computers were with SATA drives, there was no problem . This time it turned out that for proper functioning it was necessary to record, for example, using WoeUSB - that is, create an NTFS on a flash drive and, in fact, unpack the contents of the image onto this FS.
$ sudo dd if=image.so of=/dev/sdb

The installation took place in UEFI mode, with CSM turned off, so I sin on my own lack of understanding of how booting from USB Flash works when UEFI is running. What is the difference between booting if in one case iso9660 is used as the FS media, and in the other NTFS?