https://en.wikipedia.org/wiki/Regulatory_capture
More regulation generally gives an advantage to larger companies over smaller ones since it creates barriers to entry; compliance costs usually increase sublinearly with revenue. (E.g., it's a lot easier for Microsoft to hire a dedicated lawyer than it is for a garage start-up.)
This idea that "companies always want less regulation than is socially efficient" is usually based on a misunderstanding of economics.
Of course anti-competitive lobbying happens all the time. But if it's not economically feasible for a Scrappy Gang of Dropouts in The Garage follow to regulations that protect people's lives and freedom in this country, I'm cool with them finding another country, or their own deserted island perhaps.
[1] Of course, we are not automatically in an efficient equilibrium, and there exists worlds where the reduced competition due to barrier to entry create costs that are larger than the benefits of the regulation. But I'm happy to put that scenario aside.
They aren't the industry leader, so leading the conversation on regulation helps them to impact the market leader.
It also let's them steer the conversation on regulation before it becomes a conversation occurring outside their control/influence.
Self-regulation is EXTREMELY common for both those reasons in the corporate world. It also never actually works as well as independent regulation, and when there are issues in independent regulation, it frequently occurs as a result of that independence being undermined/corrupted by revolving doors/lobbying/etc.
It's a nice press release, and smart on Microsoft's part, but don't fool yourself into thinking it's not in their self-interest to be doing this. To date, I don't think I can recall any instance of a public corporation acting against its own self-interest for moral reasons.
On the other hand, if Microsoft is sincerely worried about this technology (and potential negative impact it may have on it's image just like Amazon a few months ago), then it makes sense they would be lagging behind as they would be more concerned about assigning resources and releasing product?
a) Anti-AWS (conceding loss of JEDI contract)
b) Regulatory capture for the remaining big cloud players