What are the objections to Windows 10?

I recently saw several people mention reinstalling Windows 7 since they hated the new Windows 10 so much. These people are not advanced users. They are average users who are not doing specialty programming work with their machines.

They also don’t have specific complaints that they’ve been able to tell me. It’s all very general, and it baffles me. As a normal user myself, I find very little difference between the 2 operating systems.

I bought a new machine last year with Windows 10, and my favorite advance is that all my files are stored in the cloud. I can access them from any device with internet access. It’s very convenient.

What are identifiable complaints about Windows 10 that would make a user revert to Windows 7?