Welcome to Microsoft World!!!
Microsoft is in the process of forcing the Windows 10 UPGRADE onto every PC on the planet. "RESISTANCE IS FUTILE" - Borg, (unless you turn off Windows Updates, and do selected Updates MANUALLY until August 2016).
And, when accomplished, M$ will start charging a monthly fee for SaaS (Software as a Service). We just don't know how much it will cost, or when it will start, yet. Stay tuned, I'm psychic...
TIP: Want to OPT OUT? Start learning Linux now!!!