Yes, there was no free upgrade offer for XP or Vista - only for 7/8/8.1.
In-place upgrade path from XP to 7/8.x to 10 does not exist either - only XP to Vista to 7 (to 8 to 8.1) to 10.
You can move your files, settings and user accounts by first running Windows Easy Transfer tool from within XP; you will need to reinstall all your programs and device drivers though.
Windows 10 Home is ~US $100-120 for the transferrable full retail version, and <$100 for the non-transferrable (hardware-locked) system builder/OEM version (OEI DSP).
http://www.techradar.com/news/software/operating-systems/best-windows-10-deals-2015-1300938
BTW you can still find DVD packages for Windows 7 Home retail upgrade, Windows 8 retail upgrade, Windows 8 OEI and Windows 8.1 retail licenses - they may come a bit cheaper than full retail Windows 10 Home, are updradeable to 10 Home (until mid-January 2018) and are transferrable to a new PC.
You would need to perform a clean install of Windows 7/8/8.1 and activate it with the provided product key, then upgrade it to 10 Home using the assistive technologies upgrade wizard and skip any prompts for product key.
This will create a digital Windows 10 license for your hardware; you can then clean install Windows 10 on this hardware with no additional activation steps required. You can further set up a Microsoft Account for convenience of managing your devices and activating your licenses on your new hardware.
Note that you cannot transfer Windows 7/8.1/10
OEI licenses to new hardware - once activated, these licenses are permamently linked to your current motherboard model/make. Windows 8 OEI license is the sole exception to this rule.
Also OEI licenses come without phone support, unlike retail licenses.