I suspect that Gates has solved this apparent unlimited lifetime use of Window OS's, that 7 seems to have. I also suspect MS thought the scare tactic of dropping support for 7 would motivate everyone to go 10, but didn't gauge correctly the inherent dislike for 10. I'm thinking a "Mission Impossible" self destruct tape moment when 10 reaches 10 years old.

Reality check, that half the population is smarter then 50% of the people and it's a constantly contested fact.