Re: No win Win
They don't care about windows anymore. Its a means to an end, getting people to use azure and services. Once they are able to get rid of windows for something that does the same and doesn't cost them money (opensource) they will.
Windows as a platform to Nadella is dead, Azure is his baby and where his focus is. Windows is just a money sink.
If they are not able to replace windows with something free to them, it will become subscription only, to keep the money flowing for it (and the replacement will probably also).
