Unfortunately companies like Apple and Amazon have the same business philosophy towards consumers: "Take what we sell you and be happy about it, it is what you really want whether you realize it or not." From what I'm hearing though, I think I definitely do NOT want iOS 10. I don't think I would hate it, but I just don't see any features that I really want. So why slow down my system with a lateral-grade and more bloat? I'll wait for a true up-grade.