It's not all bad
I recently got a new PC because of the cost of upgrading which I had to do anyway (nothing to do with the OS). To be honest, apart from a minor learning curve from the move to Win 10 from Win 7 I haven't had any problems.
It runs faster (of course this needs a pinch of salt when comparing to a 6 year old Win 7 box with loads of crap installed and then removed again over the years), is easier (for me) to navigate settings and so on and the only time I get intrusive adverts is if I want to play Solitaire or Mahjong - although it does get annoying when you have an advert for something already installed.
I can't speak for up-graders but I have no problems on a new machine. The only exception would be the privacy settings, but then I have that locked down. Wouldn't be so easy for a basic word processor / web surfer, but many of them just click yes whatever you put on the screen.
*** I have my flame proof, troll blanking outfit on in preparation for replies