I think it's free for semi selfish reasons. They are sick and tired of keeping multiple OS es updated constantly! And I agree it's ridiculous. They are going the apple route. Get everyone on one system for free and give away its updates. They can simplify a lot of things do it that way. And they want people to know it's free and some have said they did a poor job getting people to update for free so they are pushing it more. And it's broke! Windows 7 and 8 and 8.1 are always broke a minute after its updated and needs another update. That's for security alone. Same for 10 but 10 will be updated forever. The others won't. I can't believe the number of people who won't take something for free (looking at overall numbers) or at least try it on their machines. Especially now after its been out a while.