They are solving Microsoft's problem, which is that they are frustrated they only get paid by this customer one time every five years. They would much rather th

They are solving Microsoft's problem, which is that they are frustrated they only get paid by this customer one time every five years. They would much rather this customer pay them every month ad infinitum or lose access to Windows altogether, which is what the whole push of Windows 10 towards "Windows as a service" is about. But it'll take a long time to wear people down to the point where they'll accept renting their operating system, so in the meantime they're hungry for any other way to have Windows bring in extra revenue above that one-time $200 -- which is where things like Candy Crush ads in the Start menu, intrusive and inescapable data mining, etc. etc. etc. come from.