It's getting easier to get computers without Windows but for a while, it was nearly impossible. You didn't have to go out of your way to pay the license, as its price was conveniently included with the computer. No choice but to pay for the license.

In fact, there was even a movement demanding Microsoft to refund the price of the license, and protests.

Unfortunately it's still very common to pay the Microsoft tax when someone buys a new computer. Most people pay for it whether they want it or not.