@Captain Awesome It downloads original ISO files directly from Microsoft.
It seems that this application uses built in web browser module to show website (based on the user choice - Windows 10, 8 etc..)
Then they would have a head start at familiarizing themselves with the new OS. Windows 10 plans a complete takeover by 2020 once Windows 7/8.1 are discontinued. People running versions of Windows prior to 10 are stalling, the upgrade is inevitable.