In other words some upper management cunt has a PowerBI KPI card that shows the % of windows installs where a MS account is being used, and since it’s not at 100% they’re putting pressure on everyone under them in the org to force everyone into the fold.
1. More effectively target you for ads
2. Upsell cloud service subscriptions
3. Cross-promote other Microsoft services, your windows account means you already have an xbox/skype/minecraft/whatever account.
4. Provide extra features, like syncing your tabs between devices and backing up your passkeys to the cloud.
5. More closely emulate Android and iOS, major and successful rivals of Windows.
6. Keep track of software licenses and suchlike. Ideally through an app store where they get a 30% cut of every purchase.
7. Avoid having their cash-cow products like MS Office out-competed by collaborative, cloud-based new entrants.