Besides people like myself, like the readers of Toms, that build or upgrade their own computers, most people just buy entire new computers. You buy a laptop, you get Win 7. You had and xp desktop, it had some issues, so you buy a new computer with Win 7. If you had an eMachines from 5 years ago (and by some miracle the PSU didn't croak until last week) you just buy a new one. To most users, it seems more effective to just buy a new one. The computer servicing industry isn't really the service industry of the future. So I'm glad Windows 7 is selling well. It is an excellent product. But people aren't really buying retail packages, they're just buying new units. The Windows license adds a considerable amount of cash to a new build when you roll your own. Microsoft should do two things concerning Windows; 1) drop the different versions. the Mac OS is just the Mac OS, not Mac OS home, pro, or ultimate. Make one good version of Windows 8, not three tiers. 2) Make a more attempts to reach out to the enthusiast market with deals on the OS. The system builder deals are a good start, but I don't think MS cares. Charge us less, and charge Dell more.