As they pivoted back into Reunion and merging Win32 and UWP worlds, new teams were created, so....
In fact already during the Win16 days, many of us were already jumping into C++, Delphi and VB frameworks, instead of suffering through plain C programming.
Borland common controls used to be quite easy to spot with their green check mark.
Win32 has very few built-in controls, and Windows always enjoyed a good ecosystem from commercial vendors selling custom controls, like Telerik and ComponentOne to refer to two well known ones.
As historical info, modern COM traces back to Visual Basic VBX components.