The aim for market share with a product for all platforms seems to be missing the mark. If a brand-spanking new machine out of the box cannot do an upgrade and survive, there are serious problems with that product.
I think this only proves that clinging to all legacy programs is a failure when it comes to reliability to the end user. If you are a service technician experienced in the peculiarities of the Windows system and can get it to upgrade and run, great for you. But for the average user, its another frustrating effort. It's another reason Linux is growing in market share, especially among business customers.
New consumer grade machines come pre-loaded with bloatware/junkware. It sounds like that's what happened in this case to that new Win 10 laptop. That's not Microsoft's fault, it's a manufacturers cost saving feature to get the price of the machine down. It's also not malware per se, the ads and popups are there to get you to buy something, not hack your machine and steal your data. It can lead to malware though and you need to uninstall the junk ASAP. Sometimes the place where you bought the machine, if they have tech staff, will happily remove the junkware/bloatware from it for you at time of purchase. If you want to avoid this, purchase a business class or gamer type of machine. Neither put up with the junk on them. Caveat Emptor.
Linux is not a consumer grade OS. It's command line driven and even with the huge variety of GUI wrappers, it's a bit too convoluted for the normal home user. The Mac OS is the only truly successful consumer implementation of a GUI for the -IX platforms.
Linux is more popular in business because they can afford IT staff that knows the product and can work with it, then present it properly to the operators so they have a chance to use it correctly. That staff does everything they can to hide the OS interface from the operators because misapplying a command can kill it deader than a doornail. It's also popular with marginal businesses that run on a more razor thin profit margin.
Partnering with Microsoft is an expensive proposition to start. However, when you factor in all their tools and support over time, it's almost as inexpensive as other avenues (which explains their byzantine licensing structure) but that initial start up cost is tough for a small or marginal business to swallow. It's certainly less expensive than a Mac shop, but even Apple has brought itself down a bit more to try and be more competitive for business. iOS is doing well in business but less so the full Mac OS.
If Microsoft launches another albatross like Vista/Win8, I'd expect the defections to other platforms to avalanche. Businesses want stability, something neither Linux or Mac OS has been able to offer in the past. If Microsoft is going to go unstable as well, might as well seriously consider other less stable paths like Linux or Mac if you run the IT side for a business.
Having worked on all the OS platforms over the years, they are just ways to shuffle the 1's and 0's around, each with their advantages, failings, and quirks. I haven't seen a perfect OS yet.