Need more details....
I think we will have to wait to see the extent of the free Windows, will it be limited to certain editions and/or licensing models.
Will you have the ability to register for the update but apply it later? (receiving a key?).
I think their intention is to try and use OneDrive. Office 365, the Store and selling data mined from Cortana (or using it for targeting ads) for at least home users and possibly SME's but I cannot see larger businesses using those services.
For the hardware makers they don't necessarily have to provide working drivers and software for Windows 10 for old kit which generates sales of new printers etc.