I interpreted that as a change of strategy, to one similar to OS X. Rather than making structural changes to Windows every few years, they use the Windows 10 brand as the foundation for future updates. That doesn’t mean that they are filling every update with new features now. Technically, they could still just release service packs, only release them more frequently in bits. Cumulatively, this doesn’t put Windows is a different position than OS X.
Moreover, this isn’t at all different from what Apple is doing and I see no evidence that Microsoft is doing something different or better than Apple. As long as Microsoft hasn’t announced what they are going to do with Windows 10 after the first year, it is not unlikely that there will be some paid upgrades or subscriptions at some point, unless the profits in other product markets are sufficient to cover the costs and fortify the ecosystem. They seem to be ramping up the data collection within the system and I fear that Windows 10 is going the way of Android instead, not OS X or iOS, which is technically monetised almost entirely by advertising revenue.