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I can't see any content on that webpage. I don't know why. Here's another link to Mary Jo Foley, who seems to be as much an insider as anyone when it comes to MS:
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Note that she points out Win10 will be a service, not a software product. Once you go to Win10 you'll likely have very little control over your computer. (Similarly, I think Apple OS upgrades are now free, but Apple is basically selling the device and making a lot of their money by locking it down and then selling services, like music through iTunes. They don't just hand it out for free because they're generous.... and no one would ever accuse Apple of being generous.)
Win8 Metro is probably a good portent of what to expect with Win10. It's likely people will have to get a "Microsoft ID", allow Microsoft total control and access, which also means fullscale spying, as well as restrictions on what one can install/use/buy. It's hard to guess how they might integrate that with computers that are actually used to do anything more than shop and play games. Maybe they'll show ads. Maybe they'll just "sell you down the river" to marketers and data miners. But one way or the other, you can be sure they intend to make more money on you by giving it away free than they do by selling it. Otherwise they wouldn't be doing it.
Restrictions and spying are becoming a big problem. I see articles repeatedly about both iPhone and Android phones, detailing the near impossibility of not being tracked everywhere one goes, and spied on by much of the installed software. It's becoming very difficult to not be locked into a service and lose control of the device. Win10 is likely to be a similar situation. So it might be wise to at least wait and see how it plays out before jumping on board.
Just yesterday I saw an article about how Google is looking into entering the insurance business. The explanation was that Google already knows how and where people drive, through their Android phones running GPS, which are essentially radio collar tracking devices. So Google could be one up on other insurance companies in terms of knowing the best rates to charge individual customers. Microsoft wants a piece of that action. They know their strength is the Windows base. Their angle now, as seen through their ads, is to convert that to a big customer base of people who find it convenient to live in Metro-land, whether on PC, tablet, or phone.