Technically its not going to be much different to 10 at launch, the security features have been touted as some kind of major overhaul, but the majority of them already exist in 10.
The primary reason for the 11 rebrand, I still think is to force a new UI on people, force new requirements on developers (now DCH drivers are needed), and to allow new defaults to be adopted (these seem to be primarily for security reasons).
End users will always be more submissive to changes like this if its a new OS version rather than just an update to an existing OS.
I have played with 11 on a VM like many others I have that curiosity, but I will take the same approach to my production machines I have always taken before which is to only upgrade if I have a big reason to upgrade, I have no big reason to upgrade to 11 right now.
There is some changes I like, the settings applet changes for instance, but I feel the overall desktop UI is a pretty big regression, as if they trying to put tablet UI onto desktop users, because Microsoft still refuse to make different OS builds for different devices, instead they want one for all devices.