I cannot help but think of Adobe Creative Cloud when I read Peter Bright report on Windows 10's update schedule. Previously, we would have general security and stability updates for Windows with the occasional Service Pack to roll updates together and sometimes introduce new features. Now, users might be able to choose how quickly to apply these updates, opt-out of everything but security patches, and/or accept experimental features.
I say "might" because this is not technically a Microsoft announcement. Windows 10 has a new user interface, along with a few registry entries, for users to choose update frequency and development branches. The company would not say whether the Windows Insider program would continue after release, but the assumption is that it would be around for enthusiasts and IT testers to prepare for (and influence) upcoming changes. Think of it like an OS equivalent to the prerelease versions of Chrome and Firefox.
The article also suggests that the version number could periodically increase and that this initiative would replace Service Packs.
And this is where it feels a lot like Creative Cloud. Rather than waiting for an 18-month release schedule, Adobe is able to push out features at their leisure. Initially, I expected that this would lead to stagnation, but I do not see many complaints about that. On the other hand, it also pushed Adobe's software into a subscription service, which is something that people have been anticipating (and fearing with some) for quite some time now. Alternatively, it could be setting up Microsoft to subsidize Windows with online services. Either way, it could make it harder for them to justify incrementing the major version number.