Cross platform, my ass.
"These days people want cross platform and don't care what runs underneath so long as it gives them the features they want."
... when using a device as a commodity dumb pipe for text and humorous cat pictures.
When they are trying to get two video cameras to sync, or run a high-end scanner, or make heavily formatted documents, or integrate data from three databases, or any other technically difficult task, they want a well-designed OS with a strong driver and software ecosystem.
Microsoft seems to be optimizing to compete in the commodity dumb pipe market. It's a big market, but the margins are thin. High-end business and recreation software has better margins, and customers with no choice but to buy.