Right now we have:
* Android - basically ad supported, therefore misaligned incentives
* iOS/macOS - locked into Apple hardware
* Windows - old school licensing until 10, with the problems they mentioned for Vista; new licensing which seems to be more like Android adware
A cheap yearly subscriptions would realign the incentives: I am the client, I want frequent feature updates, I want fast security updates, I want to be the client and not the product, I don't want the company to go under or force development teams into stupid feature development or release trains cause they need to make sure there's a revenue stream.
Basically I pay them for providing timely security and regular feature updates, preferably in an incremental fashion.
Everyone who's not happy with this can either lock themselves into hardware (Apple) or go DYI, basically, with Linux/BSD or just accept that being tracked isn't that bad (Android).
I'd be really sad if the anti-tracking forces within the Windows division lose. There has to be a better revenue model than tracking users and providing ads, somewhere.