They're not trying very hard to make people pay for windows 10. From the free versions for OEMs making tablets to the insider program open to the public to the arrrrr me matey win 7 keys flipping into valid installs to this. When you think about it windows is still the only mainstream OS that costs money. OSX, *nix, Android, IOS are all free to the owners of the hardware. It's almost like microsoft wants to make windows free but the shareholders or someone higher up (bill gates maybe?) is against it happening across the board.