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I think there is a shocking difference here. Windows install is, for all compatible devices:

1. Insert install disc/USB. 2. Boot to install disc. 3. Spam the next button.

Installing new Android OS versions manually often involves custom third party unlock tools from sketchy download sites.

And yet, if you ask a non-technical user to install a new OS, it's entirely likely they'll refuse, be uncomfortable with the implications of what they're doing, and if you do force them to do it, will be frustrated with the result.

I worked in a Computer Repair shop for years through college and believe me, the average user has ZERO interest in installing or re-installing an OS. They will pay >$100 to have someone "spam next a few times" as you put it.

I would call that a distinction without a difference. End result is the same: non-technical users do not do it.

On the other hand, semi-technical users would probably do a windows reinstall if they knew they had a techie friend handy to call, but probably would not run an bootloader crack that has the potential to brick their phone, and instead would ask the same techie friend to do it for them.

The point is that many technical users do not install custom versions of Android, though. We all agree on non technical users, but changing Android version is still more complex, to the point that many people comfortable with upgrading a desktop will not mess with their phone

This is true. And I suspect, a major reason behind Microsoft's much-derided upgrade process for Windows 10.

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