Microsoft's radical shift (no, not the touch obsession) roots in eleventh hour panic. They must have concluded Windows 10 would be the last time they could use their leverage effectively:
XP taught us very well business doesn't like change just for the sake of change. 8 was a disaster 8.1 didn't fix. As for 7 we're already committed to support it until 2020. 10 won't fly with businesses before then, while consumers turn, not away from Windows, but to devices it simply doesn't come with, in alarming numbers. While Windows has been "good enough" most of the time, it is nothing anybody actively chooses - neither businesses nor consumers, but for different reasons -, we just graze on there being no choice. Something has to be done before any alternative grows strong enough to make "good enough" not good enough anymore. Once our market share starts to drop, we're entering a death spiral. Any thoughts?
Enter development: We could fix all the bugs and polish Aero and reduce the number of mouse clicks needed for everything and a modern file system would be very appreciated and ...
WHO THE F..K ASKED FOR YOUR OPINION????? [yikes!]
Enter marketing: bet on ignorance with consumers, let them be the guinea pigs for 2020's business challenge: deploy the next Windows or something else? Make sure these five years allow for large scale testing _anything_ fancy we might come up with, but haven't yet: make updates mandatory, even for new features. Make sure people start using it _now_: free offer, always makes people crazy.
Enter accounting: We won't make any money, then, for five years. Look what Google does, can't we do the same? And make it a subscription some time later?
Enter Balmer's breed: Yeah, but we'll take it to extremes, not like those Mountain View wimps. Full screen desktop ads, 24/7 speech recognition surveillance, fingerprints and mughots, log every site visited, every button clicked, every keystroke and the kitchen sink. Oh, and tag every _user_, that's something Google can't do. Sell to the highest bidder. Make that free offer only to those who paid us their tax already. We're not the salvation army, right? Them darn hillbillies won't be able to tell the difference anyway, but if they ever find out, it'll be too late. Windows forever. I think we're gonna call it SecureBoot. If only to tell them stinkin' Linux retards that they're insecure. Muuhahaahaha!
Nick: Bernard. This new system. It's very closely modelled on the old one isn't it?
Bernard: Well Nick I'd actually go further than that. I'd say it is more or less exactly... the same...