Most people buying a non-apple pre built machine or a laptop don’t really have a choice. Microsoft subsidized their hardware so that they end up “buying” windows regardless. Especially regarding laptops, there just isn’t always an option for buying the hardware and specs you want without getting Windows bundled by default. OEM bundling and business licenses are what’s keeping Windows dominant in desktop market share. They don’t need individuals to choose Windows, the choice has likely already been made for them.