For context then, some two-three weeks ago, I wanted to upgrade my wife's perfectly good Windows 7 to a Windows 10 (mostly because Chrome has been whining for the past half a year, but also because Spotify plain old denied to start playing music until we upgrade the OS). I went for the in-place upgrade path, which involves downloading a Win10 media creator tool from Microsoft. Links to various Windows 10-related information all redirect to Windows 11 landing pages now.

Additionally, I suspected I'll need a new product key. I couldn't get that from Microsoft - every link I've managed to Google also had a redirect to Windows 11.

(In the end, I purchased an electronic license from some local software shop. Then it turned out that somehow, Microsoft considers my wife's Win7 license still valid for Win10 Pro, which is nice. I used the key to upgrade another machine, which I thought was on Pro, but actually was on Home.)