End of 10 is a campaign to move people over to Linux with Windows 10 support ending
(www.gamingonlinux.com)
Yep, and I'd argue thats one of the most fruitful things to come out of MS's blunders. It incentivized the other stakeholders to get win32/64 compatibility efforts into high gear for linux, and I couldn't be happier with what we ended up with today (on the linux side ofc)
Edit: Also, I mentioned the MS store and UWP because that was the reason behind that infamous quote - the team wanted to motivate developers to get on board with the platform, and announcing 10 as the last version of Windows was part of that campaign.