The fact that Microsoft is increasing revenue on Azure, for example, shows they are jumping on a bandwagon that should give them another revenue stream that they can use to reinvest. I might be wrong, but that's how I see it.
Windows 7 was great; Windows 8 was a parade of misguided user experience experiments, Windows 8.1 was at best a patch over 8 (I still needed third party extensions to make the experience decent).
Windows 10, I no longer need third party extensions, I no longer need the VMs for Linux that I use to keep around with the WSL. Honestly, I've been pleased on the whole.
We can talk about privacy and the biggest misfeature that has cropped up in Windows 10 (automatic upgrades, especially automatic restarts... which I've since disabled)... but on just day-in-day-out user experience Windows 10 is vastly superior as compared to Windows 8.x.
Again, unless you're concerned about the privacy issues or have special need for non-automatic updates/restarts, which really I think are a minority of users, 10 carries incremental improvements in my experience. Having said that, the free upgrade period would have likely been a good thing to take advantage of for the average 7 user... paying for the upgrade now, not so much.
10 has been an advance in every single aspect I can think of. What are you seeing as being ruined?
I'll definitely give you that.
> ads embedded into the OS
If it's the lock screen ads, I have to say as ads go, I think they are actually the most unobtrusive ads I've ever seen. I actually just had to look up what they were, because I keep seeing them getting mentioned. Turns out, I have seen them, I've just ignored them every time, because when I'm looking to unlock my computer it's generally because I'm about to do something, and spending time futzing around with a small text overlay on the lock screen image isn't it.
So, I don't particularly feel like the lock screen ads are especially egregious. Though, I also got the free upgrade from Windows 8, so maybe that effects my opinion.
> forced updates
I am fully for this. We've seen what a world without forced updates looks like. The only reason the recent major DDOS attacks didn't have a bunch (or as many?) of windows PCs participating is because MS has gotten really serious about security, and making sure it's actually applied.
Also, there is a way to disable forced updating, and that's through a registry hack. You might think that's too complex, but I think that's the perfect level of complexity for what we are talking about. If someone isn't comfortable finding a specific location in the registry and manually changing a value, they definitely have no place determining whether their system should opt out of auto-updating.
After that, windows 10 is actually a joy to use.
Each iteration people hated it, then loved it. I don't think it's any kind of "Stockholm syndrome", each version introduced and refined new functionality that people grew to love. What a "Desktop OS" means seems to be really in a state of flux right now, so it remains to be seen if people love 10 (I'm enjoying it, but then again I liked Vista).