It disappoints me that this is happening, but look at it this way. It probably costs a very similar amount to develop and maintain an iOS or an Android app as it does a Windows Phone App. I obviously don't have the metrics for nectar, but some stats I found show that in the UK Microsoft sold 570k Windows Phone units in Q1'15, meanwhile Apple and Samsung sold a combined 5m. That's without the numerous other android phones available. Windows phone just isn't as popular here - I don't know why, but it just doesn't seem to have taken. I work in London, and I've never seen a Windows Phone in the wild, per se.
Yep, I did an in place upgrade using the ISO from Windows 8.1 (with bing) to Windows 10 home using the ISO (windows update kept failing), Once I made sure it was activated, I did a clean install booting from the ISO (I used Rufus), and the clean install activated straight away.