MS squanders its goodwill by continuing to be beaten handily on things like actual functionality and convenience. That was the problem with Windows 8; it was supposed to be so much more user friendly and convenient, and it wasn't. And I don't think they've fixed most issues in Windows 10.
For instance, today I wanted to install Office. I had a 2013 key I got free from a tablet purchase, so figured I'd use that instead of the $5 corporate copy of 2010 I've been using for years. Should be easy, right? Well, I uninstalled/deleted their bloatware asking if I wanted to buy office 24/7 because I hadn't needed it since the last time I reinstalled on this hard drive. And you can't just install shit anymore, you have to log into your MS account if you're lucky enough to have one so they can track/control/market everything. From there I enter the key and download the installer, and it doesn't install anything. I look up troubleshooting online and all the MS sources basically just say to install Internet Explorer. I play along, try to install via Edge. Have to sign into my account again, of course. I sign in, and to install I have to follow a link that asks me to sign into my account again. Finally download the installer, and clicking 'run' still does nothing. So, now I have to troubleshoot more, and figure I'll just have to run their uninstaller program to uninstall the program I already uninstalled myself that was maybe not a good enough uninstall. So, I run that, have to restart my computer of course. Now, the installer works. Great! And you have to of course click several buttons that goes against their recommendations about sharing your entire life. No problem. Oops, Office isn't the default program, but would I like to make it so? I click the button yes, but that button just tells me where I have to go in my OS settings to change default programs as it can't do it itself apparently. Etc etc etc.
I'm used to this shit, so it only pisses me off but I manage to work around it. But your average user? They just continue to think MS is the devil and now that devil is forcing them to upgrade to an OS they haven't at least been figuring out for a decade. If Windows 10 actually cut out more of the bullshit and hassle and made things easier and more user friendly, they'd have a winner. Instead, same old bullshit, but now with the perception they're forcing people into it.