What else is going to happen? Since Windows 10 will be free of charge NOW it'll cost a lot more in the FUTURE. At the moment Microsoft is collecting us all together. Next decade you might receive a monthly bill from Microsoft. Why? Because you are using Windows (with no 11 or 12 behind the name). So now it's time to enjoy the lunch - which is not going to be free in the end.
Windows 10 Technical Preview on VirtualBox