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This review is focused on the product itself - not on the Windows 10 operating system. Just do a web search on Windows 10 reviews for that purpose. For OEM or new system builds, all you really need is the COA since Microsoft makes the installation files available online. However, it's nice to have a licensed, complete DVD on hand for system repairs and recovery (yes, you can burn your own later using ISO files, but if you are doing a PC build and need to buy the COA anyway, why not get an official DVD?). Also, you get the official Microsoft COA sticker that you can afix to your new PC for easy reference later. If you already have Windows 7/8/8.1 and a COA/authorized copy of Windows, you don't need to buy this product. You should go through the upgrade option already available via your desktop tray (you know, the one that keeps asking you to upgrade free to Windows 10). NOTE: see comment below on Custom installation and opting out of data collection. It is simply packaged - paperboard encased DVD and Certificate of Authenticity (COA) - needed for verification step. It was easily installed, faster than previous OS installs, requires very little disk space and it's quick to boot up. One BIG recommendation and reason for deducting one star: the embedded data collection in this OS. During initial installation, make sure you choose the Custom installation route (NOT the Express or Default install option). It will walk you through all the options for privacy and data collection features and allow you to opt out of each one. Trust me, it's an eye-opener how much data Microsoft will export if you don't opt out.