Microsoft learned from the years of its own users accepting 3rd party malware on their machines pre Win-7, and pretty much all phone users (Android definitely,

Microsoft learned from the years of its own users accepting 3rd party malware on their machines pre Win-7, and pretty much all phone users (Android definitely, probably iOS as well but I'm less familiar) accepting unremovable bloatware, so they added it back with Win8+. Honestly Windows 10 is/was pretty good once you removed the MS malware but they're definitely antagonistic as a whole.