Windows 10 will be a free upgrade even for non-genuine users

Anyone else sense the gradual, continuous change in the way MSFT has been evolving under Satya Nadella? Four years ago, I wouldn't take a second look at MS news, and now it seems every couple weeks brings some rather interesting new thing they are trying out.

This is the kind of thing i dislike. It reeks of "if you're not the customer you're the product. Why would anyone make something that cost millions free unless they could gain something else from it.