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That's because in most cases the "change" is 90% costs externalized by the vendor, IT, or both.

Imagine if it was 1955 and we thought it was a good idea to randomly go into every company every year or two and say "Alright, this inventory system, this time tracking system, this customer service system... All of it, right out. Progress is here folks, and you don't want to be change averse. Time for some new fresh paper."

It's ludicrous. One thing you learn very quickly in business is that companies have little or not stomach for doing things that do not make them money. Every minute or dollar you spend on them appears to be money down the toilet. So if Microsoft wants people to use Windows 10 they need to offer more than hand-wavey bullshit about features and progress and security, because all of that stinks to high heaven of a company trying to convince its customers to give it more money because it wants more money - not because it's offering anything of real value to the customer.