Actually, Win10 looks a whole lot more subversively aggressive in the quest for "user convenience". Free upgrade! ads in you Start menu. Friends easily join your secured network! by offering password to anyone who asks. Better upgrade distributions! by choking your bandwidth and abusing data caps. Every objectionable feature can be turned off! if you have any idea it's on, and nigh-unto-punitive limitations imposed for opting out.
IIRC, Bill Gates famously sent a memo amounting to "you've got to be kidding me" regarding user experience in a current/new version. Maybe it's time for a repeat.