I skimmed the article, but they seem to keep saying that the cost is for “businesses”. So am I right to assume that I can get these updates for free on my personal PC?
No, home and pro EOL are the same date as enterprise. Enterprise editions are allowed the extra time because Microsoft already knows an insane amount of businesses will not be fully moved off 10 by that date and instead of making themselves look bad, they setup this program to tell everyone hey where here for you and also ready to make an insane amount of bonus money.
Idk if the article also mentions, but every year after the first, the price increases for each additional year. The did this with Windows 7 as well, I know all about it because I work for a company that had to do it for 2 years. Once the time comes you replace the systems license with a new key that continues to allow updates to work.
as far i know, this isn't intented for normal users but more for companys. normal users are supposed to upgrade. you can basically pay microsoft for a bit more time so you can change your workflow to be able to switch to win11.