I think the OP is suggesting that Windows OS has been/is a loss leader for Microsoft.

(Akin to Costco selling hot dogs for cheap)

The Microsoft playbook was "make windows accessible, then use it as a platform to up sell Office, Exchange, etc".

Now with their shift and focus into the cloud and cloud subscriptions. All the users need is a web browser and a dumb terminal: they don't have to run windows anymore.

Thus, Microsoft's investment in Windows and developing and cough testing cough a platform that will never be profitable is only costing MS money.

And in order to try to gain some net profit from Windows, they're turning it into the GeoCities of ad-ridden Operating Systems.

And yet, here we are. Until 2010, Microsoft would say - "What are you gonna do about it, install Linux and edit .doc files in vim lolol?", but now users would just buy Chromebook instead.

Coincidentally, Windows did not get any new features since Windows 95 up to Windows 8, because why change the atrocious Control Panel if users are gonna buy it anyway?

So they either decided that running a device driver certification program is too expensive, or they are panicking and adding dumb shit to Windows to maintain an appearance of doing something to shareholders.