For quite awhile, a lot of people seemed to have the "whatever, deal with it, that's the cost of a 'free' OS upgrade"
Except it was not a free upgrade for many people. More of a "I turned my computer on one day and WTF is this sh** where did my normal windows go and how do I get it back!"
And of course, on new PC's it comes with the cost of the PC, and some people also bought codes to install Win10 on home-built machine (which now anyone has to do if they want windows - as they've shelved Win7/8 - and the 'free' upgrade period is over).
So yeah, people paying hundreds of bucks for software that rams ads down their throat, direct from the manufacturer.