This is true. I work in a related field, and my company and almost all of its clients are falling over themselves trying to identify what can be already replaced with AI.
Systematically processes are being broken down to identify activities that are “cognitive” are can be done by AI, with the goal of eventually replacing the human workers with AI almost entirely for those tasks. All these companies, including mine, are super profitable for most part but that is apparently not enough, and everyone fears being left behind and their share price tanking if they don’t adopt AI too. So there’s a mad rush to get it done everywhere.
It is indeed a new thing. For the reasons you’ve mentioned this was an option for enterprise customers for earlier versions of Windows as well, but this time they are making the option available to home consumers too. I can’t really see too many people paying for this though. Those who care will move on to Windows 11 (or whatever is out there by then) and others will simply keep running an unsupported / not updated OS. In all likelihood, MS will keep providing security updates for the latter for free in the end.