Image issue, starting kernel

Using the guide:

with the 32 bit version on my RPI3, I end up in this state:
The script freezes at the text "Starting Kernel …"
Any suggestions?
(I tried the 64 bit version, but then it is all just a black screen when booting)
(An ethernet cable is attached but clearly not detected (and I know it works))

Also had the same problem, after checking my pi I found out I downloaded the wrong image. tried to install pi3 image on the pi2. maybe someone else runs into the same issue in future.