I recently wanted to bootcamp my Macbook Pro to play some games Windows-only games. I went to Microsoft's website and looked at the options for buying Windows 8. The only options were a retail DVD which would be shipped (and I don't have a DVD drive) or to upgrade from Windows Vista/Windows 7 which I had neither of.
I ended up pirating it because I couldn't figure out how to get a legitimate copy that I could actually install. :(
I haven't used Windows since XP, and 8 is really nice. I'm legitimately excited for Windows 10 especially due to all the open sourcing of .NET-related code recently.