So, this effectively means that Windows 10 will be free(ware). This also means that Microsoft will have to make up for lost profits. Apple makes money from hardware, Micrsoft made money by selling their OS.
Seems they are going the service/Google way as they will also be giving away roms for a Xiaomi phone[1].
[1] http://www.windowscentral.com/more-details-emerge-how-xiaomi...