When you have an uncontested, government sanctioned, monopoly it's hard to care about yourI've never disliked a new version of Windows as much as 10. But they don't care at all.
My AutoCAD Fusion360 is an annual subscription. My wife pays for Adobe Creative Cloud monthly. One thing I do like about this process, you're always running the latest version. Same with Micro$oft Office 360.
As long as I'm getting regular updates, new features which I will actually use, and bug free software I'm okay with the business model.
All the Best,