Scamming doesn't pay. Or, well, not as much as Nadella may've hoped.
I'm one of the many who Microsoft attempted to manipulate into taking Windows 10, this despite the fact that I was -- and still am --more than happy with Windows 7. El Reg may call it 'dodgy behaviour' for Microsoft to act as it did in taking over countless computers worldwide and installing on them an operating system their owners didn't want and had never asked for. Because that was much, much more than 'dodgy' it was a deliberate and sustained invasion of property that did not belong to Nadella or anyone else in Richmond in pursuit of profit. That Windows 10 was free of charge is by-the-by; Nadella's decision to oversee a campaign intended from the start to manipulate a captive audience to the company's benefit was as great an example of moral bankruptcy as one might find anywhere. That attempted scam -- which is what it was -- soured me forever against Windows 10. When the day comes that I finally give up on Windows 7, it won't be Microsoft I turn to for my next OS.
I suspect I'm not alone in thinking Microsoft got away too lightly with its nauseating behaviour; and viewing it today as less the "provider of service" which its Windows 10 hype claimed it to be, and more a bunch of scumbags that it has actually turned out to be..