With Windows 10 Home forced upgrades I saw again something that I haven't seen since Windows 95: a growing feeling among users that their OS, which just supposed to work, is overtly hostile to them. You can hold it just a bit and then it will reboot against your will and you just hope all your work, settings and so on was saved. Your OS is getting in your way, it prevents your work being done, just like Windows 95 did with constant crashing. Once these things have piled up, users seriously start looking for an alternative. My parents, for example, switched to iPad Pros and haven't regretted it. This might not be possible now for all users yet, but we're getting there, and Microsoft seems to be as blind to this aspect as in the 90s.