I'm probably just projecting from my own experience, but I think Microsoft pissed away a lot of accumulated goodwill with this severe pivot back to the dark-side.

I'm still amenable to Windows -- I play a lot of games -- but at this point there's no way I'll willingly upgrade to Win10 without some important changes, ex:

1. Upgrading to Win10 needs to be on my schedule, not yours. I'll do it when I buy new hardware, so if you really want me to switch, give me some kind of key I can use at a time of my choosing.

2. Fix the schizophrenic UI where various Windows settings are missing or sometimes hidden away.

3. Stop lying about updates and hiding trojan code in them.

4. No sneaking ads onto MY computer.

5. Allow power-users to reliably disable telemetry and "helpful" web-integration. I want to search my hard drive, not the internet. If I wanted to do that, I'd actually open a web-browser.

6. Allow power-users firm control over when patching occurs, because data-loss is not acceptable.