That's why they're trying to be more subtle now, by pushing little by little; and Windows 11 is the next step, by forcing a full hardware upgrade, people NEED to upgrade their hardware, and to boot Windows 11 Home you NEED a Microsoft account if you don't know the tricks to bypass it - "what the heck, I'll create a dummy MS account and be done with it".
And you've already lost - because 9 out of 10 users will then reuse that "dummy" account to access Skype, and Teams, and Outlook, and Office, and then "what the heck, I'll buy the Teams Essential subscription", and then "ah, there's a promotion on Halo the Whatever collection"...
And in 5 years, half your games will be on the Windows Store, and Windows 13 will come out with the "security" restriction that you can't use 3rd-party installers (you'll need the "pro dev" Windows edition for that, $100 more, must be unlocked with your MS account, no rebate)... "Ah, nevermind Steam, the most recent game on it is 5 years old anyway, I'll reinstall it on my retro PC when I come around to that" (meaning, never)...
And you've lost.
Embrace, Extend, Extinguish.
...
Except if you have a dual boot with Linux+Steam. Epic, Ubisoft etc. don't have that fallback for now.
Note about Itanium : it is NOT the same, as when Intel tried to push the Itanium they failed on 2 fronts:
- Itanium was a terrible platform with non-existant backward compatibility (meaning it sucked with both its own and with older software) while Windows 13 will still run store-bought Windows software,
- The "non Intel x86" competition was still somewhat thriving when official win32/win64-compatible OSes are pretty much out of the picture since OS/2 went the way of the dodo.