The one thing MS needs to learn...
Is how to market and profile products on a market which you cannot dominate by merely throwing an seemingly endless amount of buckets with money at it.
Second, but that's strictly personal, I think they need to come up with better marketing scheme entirely which does more than kicking in open doors as they do now. Whats with the whole "emo approach" on their ads these days? I've seen the ultra cheesey ads for Windows 7 and the Windows phone and quite frankly think its a good attempt but poorly placed. Families don't go sit around the PC to "happily work with Windows 7". Usually its the total opposite; they leave their PC's (maybe running win7, who knows) to (hopefully) happily sit around the table to have dinner together or do other activities.
However... What I can see families do is go sit around their Xbox and have a good time together with it. That thing was made for family entertainment. And although I prefer the competition myself one cannot deny that game consoles, no matter what the brand or label, can provide some high quality time to enjoy together.
MS really needs a new approach on their marketing IMO. And with that I don't mean present new filesystems (which by itself is IMO a good and impressive feat) only to start going waay above your head by introducing it as THE next hit to come and make it look as if its "simply" going to roll over everything already out there.
That is not good marketing. That is showing a dose of arrogance which will automatically make lots of people feel good if something eventually goes horribly wrong with the product.