Which are spending a lot of money advertising a guide to upgrading to Windows10. Now, I may be wrong, but wouldn't most people who intended to upgrade have done it when it was free, rather than waiting until now when they have to pay for it.
I my bitter experience, Which are quite good at advertising "free" products which actually aren't. I fell for the "free" pensions guide promotion and, when I tried to get my guide, it turned out it wasn't free at all.
I like Which generally, but this aspect if their business is unnecessary.