W10 is Microsoft playing catch-up, or trying to, with Apple and Google (Android). The fact that they are forcing people to upgrade is a sign of their desperation to keep their slice of the market. Unfortunately for them, people are increasingly accessing the Internet via other devices and not PCs. Pretty soon all that they'll have left is business, and a lot of those have only just finished sorting out W7. The other problem is that W7 works too well for anyone to want to change to the unknown that is W10. Why else force them to?