Free updates are fine, I get free updates on my Linux machines and I don't mind it at all. They're security patches primarily, they're clearly labeled as to what they are and do, nothing is obfuscated, I can choose what and when I install them.
I would say it amuses me but in reality I find it extremely annoying when people smugly proclaim that it works for them and doesn't cause them any trouble and therefore it's fine. For me it is not fine when my computer is suddenly hijacked for an hour or more when I need to use it for something, or when it automatically force reboots while I've got half a dozen programs open with projects in various states, or when my settings that I have carefully tweaked are suddenly reset to default values, or when garbage bloatware I have deliberately uninstalled is installed again automatically. This is absolutely not acceptable behavior, I demand full control, the computer works for me, not the other way around. As long as companies fail to understand this they do not get my money. People need to understand that not everybody has the same needs or use cases and what is not a problem for one person may be a very big problem for somebody else.
I work in the tech industry so I'm around a lot of engineers and power users and for everyone I encounter who actually likes Win10 there are at least 10 who hate it and either rejected it or regret upgrading, I'm certainly not alone. The fact that it took years of extremely heavy handed tactics pushing, nagging and tricking people into updating for it to even break 50% speaks volumes. That is tens of millions of people exerting considerable effort to avoid it and quite a few of those have good reason for doing so.