Re: Consumer refers to who's paying
" If you buy a computer from an OEM or retail and it has Windows installed then part of the price that you pay goes to Microsoft for the Windows licence."
Having just had to do this for a bunch of desktop machines (where we had the choice between Freedos or "some flavour of windows"), it's about £80 for Windows10 home and £87 for Windows10 pro. The retail price is about £110
It's slightly cheaper for laptops, presumably because they tend to have fewer cores.