MS should realise that W10 is an OPERATING SYSTEM
There's the mistake a lot of people make.
It's not really, it's a platform for gathering information on you in order to sell.
Much like ChromeOS and Android, which like Win 10 are certainly not 'the end in itself' but merely the Trojan Horse you've happily wheeled in and been impressed with how nice it looks. Or at least in theory, if you've wheeled it in and gawked at it, mesmerised by it's clunky lack of any grace or elan, it's general uselessness or how often it breaks, you've at least still wheeled it in.