Re: If they were looking for customers to move to Azure...
If I were to be generous to MS, perhaps the costs are because there's a bunch of legacy stuff to support, e.g. WinXP (like in the article photo). In which case, they might simply not be interested and might not see enough potential future business to be bothered?
I'm guessing the margins for client-side stuff are dwindling whilst support costs are still relatively high, whereas mass-market cloudy stuff is probably much higher margin.
That said, it's a demonstration of why organisations should think carefully before locking themselves in to anything.