My wife, who is sort of the idea non-techie user--follow directions, does virus scans, etc. is almost ready to abandon her Windows PC and see how well she can get by with an iPad. She is just totally ticked off at Microsoft. She bought a Windows PC with Windows 8 preinstalled, to avoid any possible upgrade hassles.
She found Windows 8 disturbingly close unusable, but gritted her teeth and started to learn it. Windows 8.1 managed to change enough things to be disorienting, without actually be an improvement. Then her PC was twice rendered unbootable by routine updates--in one case it seemed to be a case of dueling updates between Microsoft and HP, another time it was a faulty update that autoinstalled. (In both cases the "solution" was to boot in safe mode and roll back to the previous checkpoint).
Then came the forced Windows 10 upgrade, which again managed to change enough things to make the system harder for her to use without really improving anything.
Somewhere along the way the bloatware program she used to manage her photo library, which had come preinstalled and automatically associated to jpg files, so she was seduced into using it, stopped being compatible with Windows.
I think 10 to 10.1 has been painless, though.
The whole user experience of moving from Windows 7 to 8 to 8.1 to 10 has been so badly mismanaged that it is easy to see why anyone who isn't forced to use Windows might abandon it for a tablet.