It seems clear to me they've had the meetings and made the decision to ram Win10 down user's throats come hell or high water. They've given no indication that they regret the Win10 hard-sell or that it was any kind of mistake or misstep. On the contrary, they have doubled-down on the strategy and dismissed all objections along the way. The misuse of the red X to mean "OK" instead of "No" or "Cancel", breaking Windows Update so you could not block or hide the GWX are clear signs of their intent.
Win10 is the core of Microsoft's strategy to compete with Apple and Google. They want to become a marketing company and Windows 10 OS [Operating Spyware] is key to their long-term strategy. They want to shutdown support for all the remaining operating systems and push everyone onto Win10 as quickly as possible. The strategy is further revealed by their announcement that Cortana (and its associated collection of personal data and tracking) cannot be turned off in all but the Enterprise or Education versions of Win10, neither of which will be generally available.
My view is that this strategy will backfire. Win10 is not going to be installed in any business that needs high data security either for operations or regulatory requirements like HIPPA or the SEC, etc. The vast number of companies currently using Win7 aren't going to move to Win10 unless Microsoft reveals the scope of the spying and provides tools to shut it off without buying the Enterprise version. Everything will come to a head in 2020 when Win7 support is slated to end. At that point, I am planning on moving to Linux and I don't think I am alone. But what I do is irrelevant to Microsoft (essentially a consumer user of Windows) but what the installed base of business users of Windows choose to do will determine the future of Windows. It will be interesting to see who blinks first.