They try to listen to people and at the same time, be relevant with enough changes to call it a major upgrade. It really doesn't matter what they do. You cannot make 100% of people happy 100% of the time.
I do however agree on the Start Menu. My suggestion would be to make it completely moddable to each user's liking. If you're computer illiterate, you get the basic easy to use, intuitive Start Menu. If you're a power user, mod away. Reduce the need for 3rd party apps.
Even then, as with Defender, which is now a very robust and adequate security solution. People still are not happy.