It’s a big change for Microsoft. Corporate licenses and support contracts. Embedded versions too. But for PC users, personal computing that is, it’s a great thing to know you can always get latest Windows and updates for free, then Microsoft can make money from more apps and services on top. Apple been doing this for over a decade, stopped selling macOS for 100 bucks or so, and make the money from App Store and other services by having a less fragmented and quickly updated ecosystem.