WHY can't ANYONE sell us or tell us about the paid Extended Security Updates (ESU) program? (personal extended security updates for Windows10)

[Microsoft Windows]

WHY can't ANYONE sell us or tell us about the paid Extended Security Updates (ESU) program? (personal extended security updates for Windows10). Rumors that it is $30 per year per person. Would like to know BEFORE the end date SO WE CAN make preparations. WHY so secretive? Greed - so people MUST upgrade, buy a new computer?

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