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It's no secret - from the article, the Microsoft guy states that it's a threat to business "with specifically 5 percent fewer opportunities to market software and services."
The vendor gets a slice of the Microsoft action every time it sells a machine with pre-installed MS Software - of course MS are going to be keen to plug the naked machine gap - it's simply a matter of filling a hole in the market.
The risk is not making the Microsoft kick-back on that 5% - simple. It's just normal business practice.
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