Re: "for the supported lifetime of the device"
@dogged: completely ignoring the observation that they remembered to add 'supported' this time. Not 'lifetime' but 'supported lifetime' - they don't have the same meaning.
More honest but most of us assumed they had no intention of Win10 actually having perpetual support on anything or even guaranteed support for the actual life of your OEM licensed device.
Still nothing there guaranteeing all support will be covered by my prepaid licence, not hidden in the store as a paid option.