Self-serving, perhaps? Just a little bit.
Microsoft dug themselves into an operating system hole, first with the slow and annoying Vista. Then, while at it, they changed device driver models, something that happens almost every other Microsoft OS release. What happens? OOOPS! Lots of printers and scanners and graphics cards and audio cards and other more specialized hardware no longer work with the bright and shiny but blighted Vista. Windows 7 really ought to have been the free upgrade to Vista, but, yes, it uses almost the same device driver model, so your older but perfectly functioning hardware won't work with it either. Then Microsoft begat Windows 8, the demon spawn of Windows and the iPad. We all know how that is turning out, rejection of Windows 8 by large enterprises plus cries of anguish by consumers given no choice to buy in the stores except Windows 8. (People will race to the free Windows 8.1, because they really have no choice if stuck with Windows 8.)
Oh, yeah, and did I mention that many large companies (like banks) and enterprises (like govts and hospitals) have designed and developed for their own use proprietary applications that run on XP? And sometimes, with VERY special hardware? Now they have to "migrate" these applications to some bright new Microsoft OS. But migration is not a simple thing like birds flying south in the autumn. It is re-engineering the applications to run in a much-changed world of Windows 7 or Windows 8 Application Programming Interfaces (API). Some of Microsoft's API changes are for the good, as they make the software world more secure and more reliable. Others fix serious design errors made by Microsoft in earlier software, e.g. the hugely mistaken tight integration of Internet Explorer into XP, opening a huge hole for operating system contamination. So migration of software to the brave new world of Windows 7-or-8 is both very costly and extremely time-consuming. Yeah, I know you can run XP apps in an XP virtual machine under Windows 7. Well, SOME apps, like regular everyday commodity software you buy in the store. But proprietary software developed in-house? I'll believe it when I see it.
So now they want to use the tactic honed by long-time IBM partner: Fear, Uncertainty and Doubt, or FUD. Scare the hell out of everyone still using XP. They will scare a lot of people to Windows 7-or-8, and hardware vendors like Dell, Lenovo, HPaq and Acer-eGateMachines will smile as they sell a lot of systems to replace the ones that run Windows 7-or-8 very poorly. Nevertheless, come April 2014, millions of people will still run XP, probably with Firefox or Chrome and with any anti-virus package except MIcrosoft Security Essentials.