Okay, so Windows 10 isn't exciting. In fact, it's downright boring. The fanfare is strained and the changes are minor. Windows 10 is an evolution of its predecessor, and that's absolutely fantastic.
When Windows 8 came out, I periodically took to my blog to pillory the thing. It was pretty trashtastic, and this was obvious to everyone who looked at it with anything resembling objectivity. Windows 8.1 didn't really help.
For reasons Microsoft could never understand – but which I have tried to explain to them repeatedly – Windows Server 2012 and 2012 R2 have been greeted enthusiastically. Though they are essentially the same operating system, Windows 8 and Server 2012 were targeted at entirely different audiences that valued entirely different things.
Microsoft didn't – and still doesn't – understand what it is either group places value on. That's okay, Microsoft has deep pockets and it can keep throwing things at the wall to see what sticks. History tells us Microsoft has a one in three chance of getting any given release right, and that's more than enough to keep its coffers full.