It appears they don't care about those people. Windows is not the product.
If you are not consuming their cloud product AND providing a stream of your telemetry data for them to monetize, you are of no value to MS and so invisible.
I remember seeing "Windows is a service" update popups in my Windows 10 VM. That was the last straw before I went out of my way and disabled the deliberate RCE^W^W Windows Update services completely.
