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If you buy a computer in the store or online [HP, Dell, etc.] they already had the socalled "reset" feature available for years. Dell stores it in a hidden partition. HP doesn't [which I always found dumb].
I'd assume Microsoft would include a mechanism if you are installing from scratch [i./e. you built your own or upgraded from an older OS].
Refresh may not be a great idea - depending on where the malware lies. If it backs up data and no settings then it wouldn't be a bad idea but it's usually in the registry where malware plays around.