What they should be doing is fixing the critical issues people have with Windows; namely, Windows 10's (lack of) privacy settings, advertisements in Explorer, harassing people with taskbar notifications for using Chrome instead of Edge, and the utter shitstorm they allowed to take place with malware-levels of bullshit with forced and unattended upgrades to Windows 10. With the way in which Microsoft pushed out Windows 10, I can't understand why anyone is still using Windows except for gaming. That maneuver should have cost them so much more than it did. Microsoft has lost all credibility, and trust is unlikely to ever be regained.

tldr; Microsoft Windows' users have had enough of this crap, and are migrating elsewhere. Instead of fixing the issues people have with Windows that are causing them to abandon it, Microsoft is creeping into the competition's ecosystems in some desperate attempt to maintain a partial grasp on its users.