You are right that a lot don't want it but it will never happen. Some people think MS users are here for the Kool-Aid but most aren't. Apple still has this whole cult thing going on so they tend to get away with planned obsolescence and their customers don't object to buying overpriced hardware because its shinier than the current model.
Most windows users get a PC then stick with it until they feel the need to upgrade. Look at how many are still using Windows 7 & XP.
Sure there are some who are die hard Microsoft fans but for most, they use it because its convenient, it came with the PC or because
of some software that requires it (usually games or business/industrial software). Things are changing and as time go on less and less
people will be in this situation which is why they're making the change from the Microsoft Tax to the Microsoft Rent.