Yes. I built a gaming PC last year and had to buy Windows 10 since I wasn't upgrading any existing computer. It's not cheap either—it was one of the high cost components of the system.
The only difference is that now they don't charge for upgrades. Which is extremely smart because the cost of supporting people on decade old OSes probably significantly exceeds the revenues earned from consumers who are buying Windows upgrades to their existing PCs.
Oh, and enterprise licenses are the same, if I am not mistaken.
Frankly, MS not making updates free earlier was them shooting themselves in their foot.
IIRC MS enterprise licensees are charged for "software assurance", which is an annualized fee they pay for regular updates and upgrades. This looks like it's continuing with Windows 10.
On the consumer side, Microsoft would really like you to not buy a Mac. Since Mac's OS updates are free, it just makes sense that Windows is free anyway - they made very little on retail Windows sales anyway. I guess they figure they'll make their money when people upgrade laptops/desktops or buy other form-factors, e.g. 2-in-1s or tablets.
It’s almost as bad as Ker-burr-os vs Ker-bear-os or OS 10 vs OS Ex.
Or products made from aluminium.
I found https://en.wikipedia.org/wiki/Windows_Live, which has a list of various online products that have been renamed or killed off. https://en.wikipedia.org/wiki/Bing_Shopping is the most ridiculous one, which has gone through every possible name except for "MSDOS Shopping". I had no idea it even existed.