Okay I think I have full clarification on the pirated getting Windows 10 and it looks to be a massive miscommunication.
Part of the development of Windows 10 was to streamline the OS installation by allow the OS to be delivered over Windows Update instead of by installation media. What MS meant to communicate is that Windows 7 and higher will be the OSes to receive Windows 10 via Windows Update and both genuine and non-genuine version can receive the Windows 10 installation file.
Note that it only states just that. Installing it will not affect your genuine status. So while the pirates will have the benefit of having a Windows 10 installation from an official source, they will still need to buy a legit key to do product activation (or continue being flagged as non-genuine).
TLDR: Yes pirates can download Windows 10. No they don't get a product key for free.
[Edited by Neo7, 3/19/2015 5:35:17 PM]
Don't see how they'll win over China and pirates with that, it's essentially the same thing as downloading it from elsewhere.
Here's hoping they finally introduce yearly subs with Win10.