Boring old Microsoft
Microsoft is the company that makes Windows and Office. We like them that way: boring and stodgy. They don't need to branch out, they don't need to take over the whole universe, they aren't going to kill Apple or Google at this point. We like the new non-threatening Microsoft better than the T-Rex of the 1990's.
Windows Mixed Reality is the hottest thing inside the Microsoft Stores that they keep building in malls right across the aisle from the Apple Stores, and it's so appropriate: the few people who wander into the store try it out, but no one ever buys anything there.