Have you ever heard of any company reserving positions to upgrade their OS? Anywhere?
I've been in this business for 35 years, and this "scheduling a reservation to upgrade" is nothing more than a marketing shenanigan that Microsoft is pulling. Microsoft has never needed to schedule or reserve spots to send you an upgrade. They own enough hardware to do it all in just a few days. I think it reeks of Microsoft becoming rather desperate to get people to accept Windows 10, and switch over. They are scared to death that Windows 7 will become the new Windows XP.
Microsoft is being challenged like never before. The mobile market has Microsoft shaking in their boots because nothing they do in that space works. Absolutely nothing. They went so far as to spend a huge boatload of money on Nokia, and sales of Nokia phones just flat fell right through the floor. Microsoft Windows based phones holds a pitiful 3% market share. Wooohooo! Thats triple what they had 2 years ago. $7.2 billion spent on buying Nokia alone. And they cant even get 5% market share. I would bet that overall, they have spent over $10 billion on Microsoft Phone marketing and M&A, R&D, and have almost nothing to show for it. But they are smart enough to know that somehow, someway, they must find a way to increase that, or they will be left in the dust in just a few years.