Install stop 0x0000007E - pci.sys

Trying to install win7 on a new computer. ssd, haswell motherboard. Getting:
stop 0x0000007E
pci.sys - address f748e0bf base at f74870000

I tried a few searches. Some point to a problem with winxp first edition, 2nd edition fixes it. But i'm using win7. I even removed all pci cards, now just using the on-board video. Same error. I can't use a floppy, no ide - floppy controllers on the motherboard.

If additional drivers are required, i do i force win7 NOT to only look for a floppy drive?