People like Apple, EA, Google, Microsoft, Valve and others want to set themselves up as gatekeepers through which all content flows.
In all instances, the claims are around integration and simplicity and so forth but the goal is always the same: control and market share. MS in this instance are doing exactly what I and so many others have long said they would - change their business model to more closely match Apple and their App Store/iTunes ecosystem.
Biting the hand that feeds IT
