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Your profile says "Everything is terrible". You can improve that, and you can start with yourself.
I think it's simple: the amount that maximizes the OS vendor's profits.
If you don't like this, you're free to choose a different OS vendor, or use a free OS, of which many variants exist.
Personally, I applaud Microsoft for doing their fiduciary duty and maximizing profits, even if that means pissing off their users who refuse to abandon the platform.