Recently, Microsoft said it will start to sell the Windows 7 add-on support.
As you know, Microsoft had stopped offering the mainstream support for Windows 7 on January 13, 2015.
Since then, many people will be forced to move off Windows 7.

Will The End Of Windows 7 Support Affect You?
Extended Security Updates
What is ESU?
So what is ESU exactly?
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In fact, it refers to the three years of support updates provided by Microsoft for Windows 7 systems.
What you will get by purchasing this post-retirement support?
Windows Patches Zero-day Vulnerability, But Windows Still Vulnerable.
according to the document.
Otherwise, the cost will be $350 per Windows 7 system.
The ESU price is one of the measures that Microsoft has taken to push Windows 10 Enterprise.