Pride commeth before the fall....
"Microsoft and in particular Sinofsky saw that the Windows client was losing to simpler, safer, more usable devices like Apple’s iPad, especially in the consumer market."
But instead of offering this, MS over-engineered and delivered a user interface that Windows users found confusing and irritating!
And the ribbon interface was not a victory. Just because MS had something of a mortal lock on the office productivity suite market at the time and 95% of users had nowhere else to go does not make a gratuitous, poorly documented redesign of the UI a success!
Biting the hand that feeds IT
