When I tried a pre-Win10 Lumia in a store I actually found it very impressive, but I heard that the Win10 mobile launch had a rocky start. It seems strange to me that Microsoft was pushing for universal apps, and now that it's close enough to finally happening they've given up on mobile.
Somewhat offtopic, but I wonder if performing the Win10 upgrade itself is scary for users. For instance, on a relatively new i5 laptop the upgrade left the screen entirely black for long periods of time. It also says things like "your files are exactly where you left them" with a color changing background; for me I know that Windows must still be installing, but for an average user (like my dad) he had no clue what was going on at that point and thought that the install had failed since it was stuck on that screen for multiple minutes.
Edit: I swear that I read the article, since the article itself mentions mobile. I just haven't had any caffeine yet...