When some big 0day hits 7 all those consumers and small/medium businesses who turned a surprise win10 upgrade into "well we may as well go with 10 on everything at this point" will probably stop complaining.
There are a large variety of reasons to not upgrade, or upgrade later. Pretending these use cases don't exist or that they should ignore their own requirements just because Microsoft (or any other vendor) would find it convenient is a demonstration of how little they care about their users.
This push to force everyone into a monoculture has been so successful (lol), it has increased[1] the market share of Windows 7*.
> who can blame them
Their customers that expected a well engineered product, but are instead handed an ultimatum to accept new features, new bugs, new incompatibilities, and an order to upgrade at the vendor's convenience.
The point is to server the customer's needs, not the vendor's convenience.
[1] https://www.netmarketshare.com/report.aspx?qprid=11&qpaf=&qp...
https://blogs.windows.com/windowsexperience/2016/05/05/windo...
It seems there will be no other upgrade path than paying $119. But of course it's not unlikely that they will be forced to extend the offer or give some other option.
«The free Windows 10 upgrade offer ends on July 29, after which you'll be charged £99/€135/$119 for Windows 10 Home or £190 for Windows 10 Pro.»
The upgrade costs are in line with historic upgrade costs for Windows.
(Except in Enterprise. There you can turn it off. But Microsoft won't sell that to individuals.)
I do get why people don't want to update in some cases though, but I have a harder time to seeing a good reason for the backlash.
I have to use Windows 10 for CAD software and sometimes playing games and it's inarguably the best Windows so far. Unfortunately, that's not saying much.