I object to the coercive techniques being used by Microsoft to get Windows 10 installed. I am quite happy with Windows 7.
Most posters in this thread are savvy enough to bypass Microsoft's coercive techniques, but I suspect that a large portion of Microsoft's customers are not computer savvy and end up installing Windows 10 without wanting or needing to do so.
Microsoft keeps talking about "Windows as a Service", but has not provided details on what services will be provided and at what costs. However, having a large percentage of their customer base running Windows 10 seems to be a key requirement for "Windows as a Service", so that would explain Microsoft's coercive behavior in getting customers to install Windows 10 (rather than letting Windows 10 stand or fall on its own merit).
I think Microsoft's behavior will only get worse in 2016. According to this Computerworld article, Microsoft will implement a two-step process beginning in 2015 ...
The new push will be a two-step process, with the first kicking in this year, the second in early 2016. First, Microsoft will add the Windows 10 upgrade to the Windows Update list on Windows 7 and 8.1 systems as an "optional" item. That list can be examined by users, letting them choose -- or not -- each optional update.
Sometime next year, Microsoft will shift the Windows 10 upgrade from optional to the "recommended" list. Updates on that list are automatically downloaded and installed on most PCs.
Again, savvy users can get around these coercive techniques, but non-savvy users (with their Windows Update set to "automatic") could end up with an unwanted installation of Windows 10.
I use a free tool called GWX Control Panel to mitigate Microsoft's coercive techniques. It is easy to use and gives me peace of mind ... that even if I should forget to hide one of Microsoft's coercive updates that is surreptitiously placed into the recommend list, I will not get Windows 10 installed on my PC.