I'm glad they cleared that up!
One thing he seemed to say is that perhaps if you have one genuine license but another machine without one you may get a break on the cost?
There does come a point where enough is enough with upgrade costs, especially when the benefits are sometimes tenuous or fabricated. The free upgrade from 7&8 to 10 is most welcome, especially if 10 is as good as 7.
If it could be done in a manner to reduce potential abuse a household license \ family pack (they did this with office iirc) might get them more converts. Get Windows and Office for the whole household for a sane fee.