With Windows you have to wait very long for a new itteration compared to Linux. If you want to upgrade for free then you must get a software pirated download, buy a new computer (far from free) or buy Windows, which is kinda like a fucking 300 dollars for a full version.
What will keep them there is exactly that; love for computers and software. It's fascinating and a hobby. Windows doesn't have that charm, by far. "Don't like this particular feature? Live with it fsck off."
It's by far not what you probably think it is about.
Oh and don't get me started about the Windows workflow; it's a disaster...