The ESU program has existed for a while so I was wondering why offer it to home users
now. I don't buy the user pressure argument and companies have had access to the program since Win 7 at least.
I think the answer is very simple:
billing. Here is a timeline:
Microsoft has had their billing infrastructure for enterprise/education in place since the begining but it wasn't until 2011 that they implemented a SaaS suscription for companies and 2014 for home users and they didn't become a payment processor until 2016, after Win 7 had entered EOL. They probably didn't have enough time to implement a home user ESU program for Win 7 and before 2016 they would have required the services of a third party payment processor, cutting into the profits. As of 2024 they've been selling suscription services to home users for a decade so everything is in place for Win 10 ESU to be sold in the home market as well.
In other words this is the first OS EOL since MS started handling money from regular people, but those unfamiliar with
billing probably won't understand what I'm talking about.
Here is the short version: billing internationally is
hard.
Opening a web site, typing your credit card number and buying whatever you want is a very simple process for the
user. Behind the scenes is a trillion USD industry so complicated that is easier for e-commerces to just offer as payment options the services of third party payment processors like Microsoft Pay, Google Pay, Apple Pay, PayPal, etc. Even when paying with credit cards the payment processing is usually handled by a 3rd party. Every country in the world has it's own laws, regulation, taxation, etc. and compliying with all of the is so freaking hard that sometimes they just give up and you'll see a message like "Xxxx Pay is not available in your location". That is also the reason why there are so few widely available international payment processors despite being a very lucrative market and to give you an idea of
how lucrative here is an example from
PayPal:
Payment processors usually charge a flat fee plus a percentage of the total value of each transaction and the cost increases for international transactions and also depending on the type of currency and currency conversions. According to
companiesmarketcap.com PayPal is the "228th most valuable company by market cap" in the world and that should put the value of payment processing in perspective.
In the end I could be totally wrong, obviously, but I don't think I am.