Well, I haven't paid for a copy of Windows since I moved full time to a laptop about 10 years ago. Even if I had, by the time all the updates are run, I may as well be on a subscription. So that doesn't really trouble me. Where I have problems is the release and push to "next versions" when it's not anywhere near ready. And then not even being done with all fixes but shifting focus to the next version. This is just compounded by the silliness of the new start bar and the loss of side/top/quicklaunch. What they don't seem to realize is that yes, there are plenty of people that say they like the new layout, but those people would like anything you throw at them because underneath it all, they just want to stand out from their peers.lol
They need to figure out really fast that Windows has a place simply because of a combination of backwards compatibility, faniliarity, and the availability of customizations so that each user can set their machine up to function however they would like it to function.
They need to stop and realize that the users they're losing aren't going away because apple or chromebook are functionally different. It's due to fashion/fad, positioning, and/or cost. This is particularly true of the small business market. I think that Phone Companion or whatever it's name is this year was a long-overdue and not quite complete addition that significantly helps stop the hemorrhaging. But that won't matter if they continue removing the reasons that people choose windows for higher order work. If they want a dumbed down version for small business they should repackage as "Windows Home & Small Business" with the simplified system, and then go the opposite direction with Pro and EXPAND flexibility and customization. A move like that would be much more likely to accomplish their goals. Stuff like the Windows subsystem for Linux would go hand in hand with expanded toolbar customization. Imagine being able to run a dual-stack taskbar with quicklaunch AND a side taskbar, both with flexible grouping. I could put nearly every app on the bottom to launch from, keep certain apps grouped there and other apps on the right, with each app grouped or ungrouped as they best fit. You could have a spreadsheet, browser, and inventory software next to each other, then spreadsheet, browser, and photoshop on the right, calculator on the bottome with email and a doc folder.... Or however works best for you for whatever you're doing. Then you need to access several spreadsheets on a folder in succession so you CTRL+ drag the folder to the left side and all of the spreadsheets in that folder doc individually on the left, ready to pop open as needed.... Or maybe there are too many in the folder so you drag the folder without CTRL or you CTRL+CLICK and drag just the sheets you need on the left.
Maybe that sounds crazy. Maybe I'm unique and I'm the only one who can imagine doing this and everybody else probably thinks I'm crazy. I don't know but that's the kind of flexibility that I want to see. And the beauty of it is that if that's not your kind of flexibility, you can change it to any other way that you like it. :-)