If memory serves, at launch, win8 was introduced as a free upgrade from win 7 for a short period.
This ended a few months later.... so you then had to buy it.
It's possible they are implementing the same strategy here ?
If nothing else, we have earned that Microsoft is not averse to making us download huge ISO executables. !
With reference to dodgy copies of Win 7, I would not be surprised if MS offered an amnesty. Simply because (I suspect) they want more users with Microsoft accounts. .... purchasing apps.
It's the ol. printer analogy.
Cheap printers, but the money is made in cartridge replacements.