It is just a coincidence it has a file "UpgradeSubscription.exe"
Microsoft has had to deny that it is planning to bring in a subscription model after the Windows 10 Anniversary Update.
To match Apple and Google’s offering
Spotify is the last of big streaming names to finally settle for a US $15 plan that will cover all of your family, or at last up to five people.
Movies & TV app hits Windows 10 too
Microsoft has decided to rename Xbox Music to Grove, and the new brand makes sense. It also brings a new Movies & TV app to the new OS, and it's goal is to enable a richer media experience in Windows 10.
Will be different from Call of Duty Elite service
Will be for some EA Sports games first, as suspected
Actually, it is a very surprising revelation