The goal is strictly marketing - if you convince people to use Windows, they'll probably stick with Windows. You may not get much money out of them, but there are long term issues to worry about - namely, platform support. If you want developers to write for your platform, you need to convince them that your platform is worth writing for. If a Chinese user is forced to choose between Windows and Linux, and they start going Linux, it hurts Windows because developers might start writing for Linux instead.
Linux distros are free because.... They also happen to need developers, users and have bills to pay, it's just totally not a marketing gimmick? The most popular distros are run by non-profits?
I see this as fair competition. We've got companies bundling every piece of software they can with their system in these enormous OS repositories, and giving it away for free, while Microsoft almost got broken up over shipping a web browser. Yup, they abused a monopoly, and hurt the software market. Look at Linux today, WHAT software "market"? MySQL gets snubbed for MariaDB, OpenOffice for LibreOffice. Microsoft has to use a browser ballot?
When will Microsoft be allowed to operate just like everybody else, bundling and dumping like they couldn't have dreamed of twenty years ago?