Conventional wireless power transfer systems consist of a microwave power generator and a microwave power receiver separated by some distance. To realize efficient power transfer, the system is typically brought to resonance, and the coupled-antenna mode is optimized to reduce radiation into the surrounding space. In this scheme, any modification of the receiver position or of its electromagnetic properties results in the necessity of dynamically tuning the whole system to restore the resonant matching condition. It implies poor robustness to the receiver location and load impedance, as well as additional energy consumption in the control network. In this study, we introduce a new paradigm for wireless power delivery based on which the whole system, including transmitter and receiver and the space in between, forms a unified microwave power generator. In our proposed scenario the load itself becomes part of the generator. Microwave oscillations are created directly at the receiver location, eliminating the need for dynamical tuning of the system within the range of the self-oscillation regime. The proposed concept has relevant connections with the recent interest in parity-time symmetric systems, in which balanced loss and gain distributions enable unusual electromagnetic responses.