An empty offer
In summary, from all the comments, this is an empty offer that won't kill anybody. Since the software is all important, nobody ever upgrades an existing machine, since you can be sure all your software and drivers won't run. They are just doing this so that people will have w10 on new machines. In large corporations you always start out-typing your Word after 3 years, because of messier anti-virus bloat. New machines are the order of day, and this might even put Intel back in the black.