I too have "signed up" for this. It was from an icon that appeared in the right side of the command bar at the bottom. I did some research, and it seems to be on the level. Even got an email today, saying it should be ready on July 29
We want to give every customer a great upgrade experience, so we’re rolling it out in an organized way to manage high demand and to make sure that the upgrade is right for your device. After July 29, when Windows 10 is ready for your device, it will download in the background. You’ll then get a notification to schedule your upgrade right away or at another time that’s convenient for you.
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