Read the comments below the article. Like me, the comment writers can't understand how the process could take as long or be as troublesome as Rich claims.
Also, ignoring the installation/upgrading process itself (note that Rich never said anything about a clean install experience):
His point about learning keyboard shortcuts is a non-point. I've used keyboard shortcuts all throughout Win XP, Win 7 and OS X. That I have slightly different keyboard shortcuts on Win 8 is still completely acceptable.
Proton, I really think that for the casual user, who just needs Windows to access the web and run multimedia here and there, Win8 is perfectly usable. There is no strong functional reason to upgrade over 7, but there can be aesthetic ones.
In the case of someone who would like to get a new Windows Phone, maybe the upgrade will be even better. My friends tell me Win8 really resembles WP7, and so I trust it will resemble WP8 too. That's Microsoft's strategy anyway.
At the end of the day this means that for the average customer, there is more than enough info on whether to upgrade or not. I can't imagine much else discussion necessary.