Yes 100%. All these discussions around Windows always miss the fact that consumers are not Microsoft's core customer, and haven't been for a long time (outside of GameDiv/Xbox).

The fact that consumers use Windows is a nice side effect for keeping mind share and to get people familiar and preferring windows when they enter the workplace. That's it. It's an accidental userbase that exists to be exploited.

Microsoft's money comes from Azure & Office(365). If you're not spending millions on enterprise support/software assurance (or whatever they call it these days) contracts, you pretty much don't exist to them.

One thing you're missing out is their corporate strategy to treat their other products as some form of adspace.