End of 10 is a campaign to move people over to Linux with Windows 10 support ending
(www.gamingonlinux.com)
The irony is that you migrated them, they did not do this themselves.
Tons of people do not have an "IT guy" in their family of friends who would do such a thing for them. And they don't care enough to learn how to install any operating system, let alone one they don't know anything about.