Windows 10

[xxAtticusxx]

What has been clarified:
https://twitter.com/GabeAul/status/558063018677112832
I would ask caution on this, as always, it can lead to an understanding that could be similar but different to their.
They need money, so they're gonna find a way to get some, this is where the "extra" come, or maybe from another source (advertising ?)

Windows 10 is not "free". The upgrade is free for 1 year for existing, genuine Windows Vista, 7, 8 and 8.1 customers. After that, the box price is $110 - $150 I believe. Microsoft are banking on gaining more revenue through selling apps on the Windows Store (they're cleaning up the store, implementing new rules for app submissions, and allowing both android and iOS apps to be ported straight into Windows; his means the store will likely grow in quality apps), as well as selling new Windows 10 machines. Microsoft would not be stupid enough to place advertisements within Windows itself, it'd kill the brand even more than Windows 8 did.

[stupiddog]

it'd kill the brand even more than Windows 8 did.

But, to be fair, neither Windows 8 nor Windows 8.1 came with FFXIV 1.0 preinstalled.