Yeah, Microsoft isn't trying to win anyone "back". With easily more than 90% of desktop users, Windows already has mostly everyone.
Windows 10 is trying to win over Windows 7 users who were (rightly) afraid of Windows 8/8.1. I work in a hospital setting, and was recently on a project where we migrated 6,000+ XP machines to Windows 7. The nurses and doctors were scared of the upgrade, but quickly got used to it, and probably also really prefer it now. Because, in general, Windows 7 was really just Windows XP (cough, and Vista) perfected.
There is no way that 8/8.1 was ever going to work in the Enterprise, even with all the amazing advancements (File History, Improved BitLocker Admin, Sweet Task Manager, Improved Speed). The Start Screen confuses the average consumer. You know who works in the Enterprise? People like our mothers, who probably still have AOL CD's hiding in a junk drawer, "just in case".
Windows 10 looks like Windows 7 perfected, with select advancements from Windows 8/8.1. A Desktop, a Start Menu, a Task Bar. A OneDrive that doesn't confuse with place-holder files. No pretending that a 27" monitor is a tablet. An App store that might actually work. Also, advancements from the Modern App development side, such as app sandboxing and per-app VPNs. I can see that being big deal, especially with Healthcare EHR apps.