"They're getting surprised by the installation process."
Yeah, amazing how MS continue to make such a terrible mess of product naming, differentiation, versions and upgrade paths. That was not commercial suicide when the main bulk of the market was the business community, but it won't fly in the consumer market they're targeting with Win8/RT.
This is the right direction for MS, allied with software as a service, but it'll take them a few tries to get such a big innovation right. Windows 10 and allied services should be good.