Except - like with the car examples above - eventually customers get pissed off or frustrated enough to switch to a different OS (or car manufacturer).
Thus Apple and Linux distro's picking up a lot of ex-windows users. KDE plays well to this audience. :)
I think if steam decks gets a good linux desktop, similar to windows in look and feel, that can be run on a desktop, parallel to windows. Its over, very suddenly, very brutal.
And here it is: https://store.steampowered.com/steamos/download?ver=steamdec...
A challenger appears. He is unburdened by the need to advertise. Its super effective.
Also, likely microsoft has realized there's zero long term revenue in operating systems -- you'll have been forced to move all your data to their Office 365 environment and will be paying them rent regardless of if you use a windows or a mac or a linux or an oracle desktop.