New
#11
The version of Windows 10 that you show is Home for use by System Builders. (That's "white box" system builders, companies too small to do the bulk licensing that companies like Dell or HP use.) It comes with no support from Microsoft (not a tragedy, usually) and it is supposedly not transferrable to a different PC than the one it is first installed on. It also can't be run as an upgrade. I'm not sure about the current license agreement, but for older version of Windows, you weren't supposed to install it on a PC for personal use, just for resale. The latter had no enforcement. I don't know how many copies ended up in personal use, but it wouldn't surprise me if it was the majority.
As far as I know, OEM copies are not available from the Microsoft Store. Newegg has legitimate download versions available, although they cost a little more than the disks. (?) I'm astonished at the goods that come up in a search at Amazon that appear to be pirated or otherwise illegal. (Selling MSDN license keys was popular a few years ago. They worked, until MS blacklisted them.) No one can sell a legit Win10 license key for less than $10.
Windows is a little expensive, but you can upgrade it forever, if only on the same hardware if it's an OEM license. With a retail license, you can put it on new hardware. The "same hardware" thing probably won't really be forever in practice, even if the motherboard never fails, because few manufacturers provide driver updates forever for old hardware. They spend resources to make drivers, and receive no payment for it.