Well it seems you and your friend should stop believing everything you read on internet. have you seen how there are many things that enlarge your *****? and "if you eat this you will stay young forever with no surgery"? I am sorry but this is the same thing.
Why didn't your friend go to the real information? the windows 10 FAQ from Microsoft the OS developer, and they made a FAQ for people to read it. but people seem to like going to people who apparently don't even know what they talk about like forbes. Also the article is from May, that was 80 years ago.
But this is the link of the FAQ:
Windows 10 FAQ & Tips - Microsoft
and you can see:
Is the upgrade really free?
Yes, it’s free. This is a full version of Windows, not a trial or introductory version. It is available for a limited time: you have until July 29, 2016 to take advantage of this offer.
Once you upgrade, you’ll have Windows 10 for free on that device. You can learn more here.
How much does Windows 10 cost?
The easiest way to get Windows 10 is to upgrade for free.1 Just click the Get Windows 10 app to get started.
You may also purchase a copy of Windows 10 if you decide not to upgrade, or if you need to purchase a copy for other reasons like installing Windows 10 on a PC you built yourself. The estimated retail prices for Windows 10 are the same as Windows 8.1.7 Windows 10 Home is $119.99. Windows 10 Pro is $199.99.7 These are available in stores or online.
I just clearly saw they say it's free.... and it's for the life of the device, that means the life of the motherboard, maybe CPU, but some people have changed CPU with no deactivation. but if you think about it, Windows 10 is not even free, it's the upgrade from windows 7 and 8 the free one. if you build a computer you must pay a new license, if an OEM makes a computer, they have to pay the cost of the license. if you upgrade from Vista, XP, 2000, 95 or 3 you will have to pay a new license. so no, it's not even free.
Again, people read so much crap on internet they start to spread alot of misinformation. it just got to the point it's stupid. I am not talking about, but the media in general, the people who are supposed to know about this stuff, start saying Microsoft is spying on you, that they are charging for Windows 10, and Microsoft steals your personal files and blablabla. "DONT UPGRADE IT'S EVIL!!" these days it's been getting worse with so much FUD spread around because of the EULA comparing the EULA to previous versions and things like that. it's not over, I know, but it's Microsoft so "let's talk crap about it and spread false information"