The circle is now complete and we users are now, again, being chained to mainframes albeit in a more 'polite' way. "Sure, you have that now but what about -this-? We're doing -you- a favor and just giving you a new Windows!" The disguise of convenience in this ever expanding world of technological wonders is the sweet nectar that draws in the unsuspecting to this metaphorical Venus Fly Trap. All of your data, shared across the multitude of digital devices that are so commonly owned, right there when you need it! Between your smartphone, smart TV, PC, and perhaps even your own little IoT infrastructure, who could say no to such convenience? But all that data has to be stored somewhere. A funny thing about big clouds; when it rains, it pours.
This present situation is one that I find to be ironic, (and I am fully prepared to be corrected on using that word) considering Microsoft's instrumental role in what could be considered a liberation of personal computing. While not the only player in the symphony of the computer revolution, they certainly helped bring in an amount of standardization into a mire of unique and individual personal home computers. A world where attempting to connect one to the other could potentially cause shorting circuits or over-volts, or both.
Now that, for the most average user, PC hardware technology has hit a plateau the impetus cycle of hardware upgrades is now relegated to those relatively few who need the number-crunching processing power that the latest and greatest has to offer. This, as someone who can fondly remember the 25-30 3.5inch (90mm) floppy disk installation process of Windows 95 on the family's 486 all-in-wonder Compaq, I think terrifies Microsoft. The OEM market is saturated and PC sales are, as far as I know, fairly stagnate.
As such, they have to create a new source of revenue along with justifying yet another version of Windows (let alone pay for it) and are taking note of Google particularly with the ad driven or at the very least data mining being said source of new revenues. All that data in one place is just ripe for the algorithms to learn, dissect, and then disseminate to the highest bidder, and all faster than you can blink your eye.
It may take time, but I think that Microsoft's own headfirst sprint into this area will the fracturing that will create change, and perhaps, the toppling of their own industry-standard crown.