A lot of the time you aren't actually paying for the license afaik. If you look at a pre built and spec it out on PC part picker, the pre built can often come at a lower price bc the PC is subsidized with payment from the bloatware that is pre installed (think McAfee). Microsoft also sells the licenses in bulk to the store for huge discounts. Windows business model is a lot more about selling you 365 and your data than the operating system.