By making a percentage of those people less likely to migrate to another platform.
Of course it's a guessing game to try to put any numbers (amount or $ values) to any of that.
Who is going to migrate off Windows over ZIP performance? Microsoft doesn't care if you use 7Zip over built in, they got your money already.
It's a small thing, but many small things can add up to one platform feeling nicer. Like personally I can't stand the Apple ecosystem, but I know many that prefer it these days.