They do with Windows Store. Anyone remember when Firefox was actually available in the Windows Store as either an alpha or beta with Windows 8? I still wish this were so because my most used apps I use the store versions.
The "de-siloing" of some of the Microsoft Store in Windows 11 is currently in beta for Windows 10 (and partly for Windows 7) allows a lot more app distribution schemes into the store (including "give us the URL for your existing EXE/MSI Installer and we can even check it for updates") and I hope that will bring more apps back to the Store. I also would love to standardize on just a single update agent with an easy to manage GUI versus the bad old XP days of every app under the sun thinking it needs a Windows Service just to annoy you with update prompts.