Microsoft has been trying to move in that direction for years for its B2C segment. The 'mobile' world was 'nudged' on Windows users in a disastrous way with Win

Microsoft has been trying to move in that direction for years for its B2C segment. The 'mobile' world was 'nudged' on Windows users in a disastrous way with Windows 8.0. App stores for windows and other Microsoft 'platforms' (Outlook, SharePoint, ...) were introduced. The importance of extended validation code signing became more prominent, and an "S" mode was introduced for Windows 10 that lets the system restrict to running App store only applications.