Tinfoil hat thought: Microsoft only focuses on B2B and not consumer market, because they make it so that consumers can only rent from Microsoft and other businesses, not actually own anything. That way, Microsoft can keep jacking up prices as they see fit.
I suspect lingering antitrust concerns are one of the few things standing in the way of locking consumer Windows updates behind a paywall, possibly alongside a "free with ads" version.
Consoles are probably getting phased out, which makes financial sense at this point if they don't manage a massive comeback, and Xbox might try to go with a more Steam-based model (they've been trying for the last decade with not much success), maybe trying to make PCs more console-like with their new Xbox Windows changes, as well as putting AI everywhere, so that's going to be fun!
So we have to eat shit or find open source software to work around MS's garbage check-box-driven software.