Technology
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I'm not a marketing person but maybe they should try making an OS people actually want.
They do this every 4-5 years. Nobody is ever bothered enough to cause a problem for Microsoft's bottom line.
I don't remember anyone being excited for a version of Windows since 7. 8 and 8.1 were universally hated, a lot of people clung to 7 until they absolutely had to upgrade to 10, and now they're clinging to 10 as long as they can. I seriously doubt there's an upcoming release of Windows people will genuinely like and want, because there's no money in doing that.
8.1 was fine imo, but not really worth an upgrade from 7 unless it was free.