Absolutely true. And because, as you say, "little of the Windows revenue come from upgrades," Microsoft didn't give up much income by making the Windows 10 upg

Absolutely true. And because, as you say, "little of the Windows revenue come from upgrades," Microsoft didn't give up much income by making the Windows 10 upgrade free for one year (though it did add a bunch of server and bandwidth costs). To compensate for falling PC sales, Microsoft is clearly heading online as rapidly as possible, with Office 365, CRM, Azure etc. It's also heading cross-platform with online services and dozens of apps for iOS and Android, and Linux support in Azure and Windows 10. Times change.... But my point was that the Windows 10 business model hasn't fundamentally changed, even if Microsoft manages to make a bit of extra money via Bing ads and Windows Store apps.