They might have done better if they had only released windows 10 for mobile and gaming devices rather than trying to force the adoption of an incomplete hash of an OS (mangled for touch only devices) on traditional desktop's.
Of course the Store, Bing and Edge would be optional if they had simply added them into Windows 7, it needed a full new version to really bake them in.
Shiny and New is not always better, especially where Microsoft is concerned, you think they would have learnt from ME, Vista and the IE antitrust cases, sadly there has been a bit of management churn and lessons have been forgotten.
The only reason i'm using Windows 10 now is that I don't have the time to get all my tools working under a linux variant and a windows update borked audio output driver registration. After a backup-restore and windows update, the audio was knackered again so I had the choice of up-to-date and silent or working audio.