Re: I was hoping they'd finally come up with the goods
"You'd think they'd glance over at Gnome and see a big opportunity"
The opportunity you see by glancing over at Gnome is to head in a completely opposite direction. Those who want to use something like Gnome will use Gnome, The entire point of having different desktops is to suit oneself, not to be herded into a single option that doesn't work well for a given use case.
I don't know why you might have thought it looked like W10 unless someone had played a few customisation tricks. It's true there are a lot of W10-like themes that can be downloaded so as not to frighten refugees from the Microsoft world but to make it really like W10 would require some menu customisation. Quite easy to do, if a little laborious, but it would be rather sadistic.