This is part of an attempt by Microsoft to unify the users to get more of them on one version of Windows. (No word if the free Windows 10 upgrade will apply to enterprise customers.)
While the Windows 10 upgrade will be free, you will need a PC that is powerful enough to run it and take advantage of its many new features. The good news is about that is that the Windows 10 Technical Preview should help users get a better idea of how Windows 10 will run on their current hardware. As development continues, with optimization it will only run faster.
Those in the Microsoft Insider program will be able to download a new copy of the latest build next week. The Windows Phone release will be available for Insiders to download at some point after the Superbowl.