This isn’t just willy nilly available for everybody. It’s only available for OEM licenses for Windows 7 Professional or Ultimate. The timing (though who knows what the heck computing will look like in 2020) is timed to the projected end of life cycle of Windows 7. Deadlines in 2010 and 2011 for when OEMs can stop selling PCs with XP or Vista installed are still in effect and keep in mind that Microsoft is scheduled to stop supporting XP in 2014.
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Microsoft extends XP life to 2020 and release W7 Sp1B (http://www.gottabemobile.com/2010/07/13/microsoft-extends-xp-life-to-2020-and-releases-windows-7-sp1-beta/)
from Kathy Jacobs' Amplify (http://callkathy.amplify.com/2010/07/13/win-xp-life-extended-to-2020-in-some-cases-from-warnercrocker/)