Officially, Microsoft did not release any price/licensing information for its new OS Windows 10. According to Indonesian new website "Detik.co", Indonesia Microsoft president has 'confirmed' that Windows 10 will be the free upgrade to all users of Windows 8. We have to wait some more time to get official announcement from Microsoft.
I agree with your last words. Windows 10 is the fat apology from Microsoft. Most of us spend money on Windows 8, so to compensate for that Microsoft has to offer free upgrade. This time we can an OS like Windows 7 that is user friendly and more stable. Microsoft planning to roll out full version of windows 10 in spring of 2015.