At least older versions of Windows were quite modifiable: not as radical as on GNU/Linux, but there were a lot of possibilities.
Rather with the arrival of smartphones and rising popularity of macOS (which all were rather about "enjoying" a prescribed user experience), Microsoft did a U-turn and started applying this (anti-(?))pattern to Windows, too.
A huge chunk of the population can’t afford to make that jump, or don’t have the will to learn a new OS.