Some of us are old enough to remember Microsoft of the 90's and early aughties. "Embrace, Extend, Extinguish" was the name of the game then, many of us haven't forgiven Microsoft for that yet (and nor do we plan to).
Right, I know that, and that's just idiotic behavior. You should concentrate on what is happening today, not what happened decades ago and hold grudges. That attitude leads you into unhappy places.
I doubt its about grudges. The mid level exec culture in a company does not change fast.
Forgiving them too easily shows them that they can get off the hook easily, which isn't a good thing either.