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Its been a gradual decline over many years. I'd say the tipping point was Microsoft Edge or Windows 10 itself - that's around the time the explicit attempts to "monetise" users started.
When Windows went "free" the focus became how to extract as much money per user all the time, so the advertising and edge based spying / data harvesting stepped up a gear.
Its not a surprise looking back - the drive for all these companies with stock holders is "growth". That really means growth in the share price which means growth in revenue or profits amongst other tricks. Everytime a new generation of managers comes through they scrape the barrel for ideas and things get worse and worse.
I only use windows at work now; I've migrated all my devices to Linux (desktpp, laptop, media PC)
Windows is far from being free. Buy a laptop, you also automatically buy a license for windows, typically about $100. Build your own computer, need to pay for a license as well. They just hide the cost a bit, but you still need to pay all the same.
I think what they reference is that it is free to upgrade. You could upgrade 7 to 10 and 10 to 11 for free, used to be you have to buy a new one. Now you have one time entry fee to the ecosysyem and then they keep you (though they sidestepped this with some system requirements for Win 11 now)
Fair point, but they'll try to turn it into a subscription before long.
Wimdows as a Service is already a thing.