Isn't he kind of ruining Windows?
The fact that Microsoft is increasing revenue on Azure, for example, shows they are jumping on a bandwagon that should give them another revenue stream that they can use to reinvest. I might be wrong, but that's how I see it.
After that, windows 10 is actually a joy to use.
Each iteration people hated it, then loved it. I don't think it's any kind of "Stockholm syndrome", each version introduced and refined new functionality that people grew to love. What a "Desktop OS" means seems to be really in a state of flux right now, so it remains to be seen if people love 10 (I'm enjoying it, but then again I liked Vista).