You're focusing on one fact -- relative adoption rate to previous releases -- that is, at best, a proxy for "better". Not facts (plural). I prefer to look at the software itself to directly determine "better" or not.
* UI appearance? Worse. [Slightly better in small areas than 8, but still, across the board, worse than 7.]
* UX? Worse. [Slightly better in small areas than 8, but still, across the board, worse than 7.]
* Privacy issues added that were non-existent or trivial in previous versions? Worse.
* "Guts" pretty much the same. Neutral.
* Bundled programs that were there no longer present; or, if present, are hampered (see: Solitaire for one example)? Worse.
* Stronger-than-ever activation scheme? Worse.
* Continued removal/limitation of customization options? Worse.
* Forced updates? I can see arguments for the concept as a whole, but not as implemented. Neutral.
* Movement toward walled-garden, "app store" mentality? Worse. (Factual: OS has an "app store" vs "side load" vs "developer mode" setting!)
* Cash price? Okay, sure, better.
I could go on. But I was trying -- quite hard -- to find places where it is better. I came up with one and two quarters positive in a sea of negatives.
Fortunately, I don't see Windows 10/App Store encroaching on GOG, per se. I do, however, see it encroaching on "open, general-purpose computing" that is a prerequisite for GOG. Windows 10 is more of the same war on general-purpose, user-controlled computing that Apple started, Google escalated, and Microsoft is continuing to reinforce. They are allies on the anti-consumer front, who hole petty, largely inconsequential, [illusory?] squabbles in the war room.
As to explain away the differences in relative adoption rate? "Free" and "Microsoft quite forcefully upgrading people" more than account for it.
As for DRM discussion, I will cease here. But the OP starter of the thread did start the thread right with it there -- by incorrectly stating that the Windows App Store had benign DRM.