As you know, they learned very well. To start with they made pesky users “Users” and now “Owners”. That way they can do what they wish with the copy of their software you have chosen to install on your machine, and use in accordance with their EULA.
But you’ve known this for all those years ;-)
if you’re not the customer
you’re the product
Ehh, not so much. First the "Owner" designation only applies to Windows "Home" edition, the lowest level release; in all serious releases ("Pro" and higher), "Owner" doesn't exist. There's an "Administrator".
"Owner" refers to the hardware computer, not Windows. Windows is not for sale -- you get a license to run it, but you never, ever "own" it.
And while the user does indeed have to stay within the terms of the EULA, they do not get to do what they want with it. For that, you need to eschew both Windows and MacOS, and install Linux or a similar non-proprietary, FOSS OS.