Mac is not a better comparison because we're talking about the Microsoft Windows Store in particular here, not "all software that can be run on Windows computer

Mac is not a better comparison because we're talking about the Microsoft Windows Store in particular here, not "all software that can be run on Windows computers." You are still free to circumvent all royalties to Microsoft by not listing your product on their store at all and marketing externally and keep 100% of the revenue, which is similar to the Mac, but the Windows Store is more akin to iTunes or Google Play.