For me the 0.10.0 installer didn’t request UAC elevation leading to an unexpected behavior. First, I double clicked the installer from a standard user account. It begins the install process, but failed with “Error opening file for writing: C:\Program Files\Bitcoin\bitcoin-qt.exe[…]”. I aborted that install attempt.
Next, I right clicked on the installer, selected Run as Administrator. That install worked fine, but on the last page, it automatically launches bitcoin-qt for you. I was surprised (I guess I should have expected this) because the instance of bitcoin-qt created its profile under the administrator account (including a new wallet.dat).
tl;dr - The windows Bitcoin installer should be UAC aware.