I think the advent of Microsoft Defender within Windows Security and its clear excellent performance among paid and free AV programs, must have affected dramatically the volume of sales of all third party companies. There are still many aficionados of Kaspersky, Eset, Norton etc., for sure, but not as many as in the past. The business model of AV companies is changing, this is probably the reason a lot of extra services are offered along with security to attract new customers. I wouldn’t be surprised if MS was fined heavily by antitrust authorities in the future… When buying a new Windows machine, you are paying as well for a Windows operating system, its future security updates, and Windows free own security. Not a bad deal IMO.