Which is why not having the option to turn down upgrade after having been upgraded to windows 10 is problematic.
In Zero to One there is an excellent chapter about the dark side of competition and how it makes you cargo cult your competitors instead of thinking creatively. This is an example.
Don't compete. Innovate and focus on the user and the problem domain, not the others. Otherwise you just become an inferior copy.
Windows 10 Spyware Edition is a misstep like Google Plus.