It's not made up. Win10 is an advertising/adware platform for Microsoft. I didn't see most of it during the pre-release, but the actual release version is damn near spyware. It harvests more data about you than you'd believe and some of it cannot be shut off. Some of it can be shutoff, but will turn itself back on after an undetermined time.
Yeah, I put it on my spare box as a Win 7 upgrade.
It might have a 'Start Menu' but the OS is as schizophrenic as Windows 8 was, there's new interface stuff plastered everywhere offering more limited versions of the functionality the old dialogs offered, leaving you to have to dig down (Sometimes 2 layers of restricted ways of doing things) before you get to the dialogs that actually work, which are in most cases the same as the ones in 7.
Also if you're unfortunate enough to still have the 'Get Windows 10' application installed on Windows 7 it's turned into something that acts more like a ad-ware virus since the launch, bombarding you with big 'RESERVE YOUR WINDOWS 10' popups at every opportunity rather than small bubble notifications, hardly instils confidence.
People have said it's fast and more responsive, but as an upgrade on an old install it's still just as sluggish as that old install ever was, and frankly the argument that it's fast and snappier based on a fresh install is invalid, because every Windows OS is fast and snappy on a fresh install, I'd consider the state of it on an 'upgrade install' to be a more accurate reflection of where it will be in a few months, just like every other version. People said the same about Windows 8, most people I know with Windows 8 are now cursing it because it runs like a 3 legged dog after a year of use.
I guess it will be popular, people have been sucked into the hype train (and it does appear to give people who pirated Win7 an opportunity to get a proper licensed version - despite what is claimed it apparently updates and activates just fine from quite a lot of non-legit copies) but it's really not an improvement over Windows 8, and the few improvements Windows 8 had over 7 (nicer file copy dialogs with pause is one I do actually really like) are outweighed by the tragedy that is the waste of space UI changes that have been plastered haphazardly on top of the bits you actually want to get to.
The forced Windows updates are also likely to be annoying.
Glad I tried it on my spare machine, I'll probably leave it on that one because it's a junk machine anyway, but I'm struggling to justify converting my main machine over even with the price of 'free'