...which is precisely what a large portion of the userbase who chose Microsoft did not want.
In fact the upgrade is still free through the "assistive technologies" loophole, which while MS has officially said they would close "very soon"...
https://www.reddit.com/r/Windows10/comments/4vmz19/regarding...
...that was 7 months ago and yet the page is still up and AFAICS lets you download the upgrade installer.
https://www.microsoft.com/en-us/accessibility/windows10upgra...
(I have not tried actually running the installer, because I have no intention to deliberately use Windows 10.)
Also, MS has posted the full ISOs for free download on their site, so if you're really desperate and know how, you could just download them and crack it yourself. That would be unheard of a few years ago. The general message seems to be louder than before, although it has been the same for many years: if you really don't want to pay for it, we still want you to use Windows 10.