New USB-cable got me a bit futher. Now when I check if the Ledger is Genuine - I power it up, enter PIN. The PC (win10) now gives i pip (like when installing a new usb device). Now the error message in Ledger Live is - "Oops, couldn't connect to device" I have saved the json error file if needed.
Try connecting it to a different USB port. You can also try other steps from
Ledger's wiki.
BTW - I can not check the version of Ledger Live, but I downloaded the latest version from ledger.com (2.3.2) - there is no "settings" menu in the program. [...] Could the Ledger Live software be fishy?. I downloaded it from ledger.com, and checked the ssl cert on the site.
There is a gear icon in the top-right corner which will show you the settings when you click on it. The software itself should be fine.