First, if they are moving from 7 to 10 they are learning a new OS, and if they are on Win8 they have already been under the auto update yoke.
Second, they are more likely locked into a program rather than a OS, consider what it is they have to run on Windows, is there an equivalent in Linux?
If so, the "learn a new OS" complaint (while valid) isn't as hard as they might think these days, there is a sort of "start button" and there is a menu and it should not be that difficult.
The main thing I would stress, if they are on Win 7, is why update? Does it do what you want? Then leave it be and in time there will be a solution offered to make win10 more palatable for them.
Too many people got caught up in the "free upgrade" and I already hear complaints on the gaming servers, lots of regret there and very few "it's better stories".
The whole Win10 thing seems like MS making it easier for themselves while beating up and robbing their customers (of personal data).