This article from PC World shares the new strategic economic model for Windows.  It still is a free and beneficial upgrade for many users.  Adjustments in settings allow users to opt in or out of services, and choose how they wish to interact in terms of privacy, advertising, and additional paid enhancements. 

http://www.pcworld.com/article/2957365/windows/why-windows-10-isnt-really-free-the-subtle-new-world-of-built-in-costs.html

Wait, what? Isn’t Windows 10 fre… er, a free upgrade?   … Yup! And therein lies Microsoft’s genius

Windows 10 is a free upgrade only for consumers. Very, very, very few consumers ever pay money to upgrade their operating systems. Look at the masses sitting pretty on Windows XP and Windows 7!  For most of the operating system’s history, Windows users were one-and-done buyers that never emptied any more cash into Microsoft’s pockets unless they decided to buy a one-time Office license or an Xbox.

Windows 10—like Windows 8 before it—changes that. It’s infused with all sorts of hooks into Microsoft’s superb ecosystem of services, which are a strong focus under Nadella’s watch.

Cortana ramps up Bing’s market share with every search you make. OneDrive backs up everything to the cloud, and of course you can buy more storage space if you need it. The Video, Groove Music, and Xbox apps encourage entertainment purchases through Microsoft. The new Edge browser and the very operating system itself track you to serve targeted ads. The free Office apps encourage paid Office 365 subscriptions to unlock full functionality. Underneath it all, the Windows Store is the repository for all of Microsoft’s vaunted universal apps (and plenty of other things to buy).  Heck, even Solitaire begs for a monthly subscription to ditch ads now 

In other words, while Windows 7 customers never contributed anything to Microsoft’s bottom line, Windows 10 is chock full of opportunities for Microsoft to make some money off of you, long after you’ve paid up for your Windows license. Which, of course, you still have to do. Microsoft isn’t crazy.

And that’s just fine! Windows 10 is a wonderful operating system, and a worthwhile upgrade from Windows 7 and 8. Plus, Microsoft provides you the option to disable or outright not use any of its services—though they are pretty polished and helpful. You don’t have to pay Microsoft any more money or let it peer over your shoulder just because you use Windows 10 (though the express installation settings enable it all by default).