Yeah I think the issue is that for most people it is freeware. Very few consumers are actually paying €145 for Windows. They might have got Windows 7 with their PC (I believe the actual cost is around $10) a literal decade ago and paid nothing since.

I can see why Microsoft are trying to explore other revenue sources. If they give Windows away they make a huge loss but if they charge for upgrades nobody will upgrade and it will become a support nightmare.