Where 8.1 had refresh and reset, Windows 10 had reset with two options. This is still retained in Creators but another option is Fresh Start. Assuming you have internet it will download the latest build from Microsoft and reinstall 10 instead of using the OEMs factory reset partition.
Fresh start gives you a truly clean start because the latest version of Windows 10 is downloaded from Microsoft and not pulled from the standard restore partitions that many systems have these days for reinstalling the operating system.
I did notice one change in Fresh start from when I checked this out during the development cycle of the Creators Update.
In the above dialog box you will see that Windows Store apps that were pre-installed by the device manufacturer will be restored in this process just like the standard Windows 10 inbox apps.
Ultimately, that is still OK as those apps are easy to uninstall and you do not need to deal with all the desktop software that many OEMs install on their devices.