Re: Be afraid!
That's the idea there, though... by forcing everyone to upgrade to 10, and by forcing everyone in 10 to have the Windows store installed, MS can make the claim that there is a large pool of people just waiting to buy some nice apps... so app devs, get going! Fill that MS store with a bounty of wonderful apps that will entice people to buy Windows phones someday, since the lack of any good apps for them is seen as a major impediment to their "mobile first, cloud first" delusions.
Once we're all on 10, MS can change Windows to benefit itself however it wants without any pesky details like "do the customers want this?" popping up. Previously, any major changes in function would be rolled out in new Windows versions, and MS at least had an incentive to try to convince people that they wanted this stuff so that they'd upgrade to the new version. It didn't always work out in the customer's favor, but at least customer satisfaction got a seat at the table, so to speak.
WaaS, though, dispenses with this; MS can push out any update they want, and it will automatically install on all of our puters, since we no longer get to control such things, and that shall be that. No customer approval needed, and none requested. You'll get what MS wants you to have, nothing more and nothing less, forevermore. In other words, when you install Windows 10, you're not just signing off on all of the changes they've made since previous versions. You're also giving your stamp of approval for all the changes they can dream up in the future too, without even knowing what they are. Given Microsoft's record lately, that makes you either very brave or very masochistic.