I was incredibly disgusted to learn that to open a HEIC image on Windows, I would have to download an officially sponsored extension from the Microsoft Store that costs $1. Like.. wow; what's next? Pay to play for other new media formats that come out? At $1, it can't even be netting them a useful amount of revenue, at the cost of appearing more user hostile and eroding more trust.
This is likely a result of HEIC being under patent and requiring licensing. I'd guess Microsoft doesn't want to foot the entire bill for something only of use to a possibly small subset of users.