As much as I like my Windows Phone, I long since accepted that Microsoft blew it. My next one can't be Windows. They needed some way to overcome the cheap universal appeal of the Google advertising OS Android or the costly Apple iBling OS. And they needed something that ordinary Windows users would feel comfortable with. So they seem to have opted for the worst of all worlds, in what seems to be a regular bit of MS behaviour. Ending up with something that Windows users hated (Win 8.x), that slurped data and served ads like Android, but didn't have the style of Apple.