Once upon a time, the Windows 10 upgrade was free. But, like all good things, that was about to end.
How do we break the news and still reach our goal of running Windows 10 on 1 billion devices? Get as many people as possible upgraded for free by the approaching deadline (we had one week).
Our main obstacle was the perception that upgrading is stressful. We wanted to put the user at ease and allay their anxieties.
Butch Smith 