Final stage seems to be ready for a push of Windows OS rental. So you won't own it any more and you pay for it forever. https://windowsunited.de/microsoft-365-fuer-verbraucher-windows-10-wird-enthalten-sein/ Source seems to be quite sure everything is in place at MS to move in that direction in 2020. One would probably become at some point unable to buy Windows 10 but only 365 rental. Windows 10 will still be provided by manufacturers on their new PC. So HP, Dell or Lenovo will be happy.