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Google has worked hard to break up Microsoft's monopoly and Windows-Office lock in effect. The way Google designed Android and the eco system around it pushed out the model where you fully own your device. ("own" as in be in full control of what you bought).
Nowadays people are used to get things for the price of their personal data and/or spending half of the time using their device by watching ads.
As I see it, Microsoft has just adjusted their offering on the consumer market to what people are used to today.