When did Microsoft stop developing Windows to be good?

Nowadays Windows is filled with adware and is fairly slow, but it wasn't always like this. Was there a particular time where a change occurred?

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Windows 10 was initially developed to stop the very negative reaction to Windows 8. Around that time, it became clear to Microsoft that they weren't going to profit on Windows itself any more and the future was in the cloud.

Windows did a lot of underhanded things to keep people updating Windows and Office before, but it wasn't trying to sell services as a way to keep the company up and running.
- weren't going to profit as much*

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