Let's assume for a moment that corporations have human features and that they can "change". (We all know it's not how companies work: it is a network of individuals optimizing their choices having in mind maximizing their own profits and the profits of the corporation.) But if we engage in a thought experiment and assume corporations have morals, and can change their "behavior" because of ethical issues, I personally would be convinced they actually changed if:
1) They immediately turned of all telemetry and made it opt-in, clearly explaining what they are gathering, when, and politely asked people to turn it on.
2) They immediately stopped forcing people to create online accounts and misleading them in all possible ways so that they have to disconnect their network etc. in order to use their system without this bs.
3) Instead of boasting on their Hyper-V-related work in the Linux kernel, they would work on interoperability with Ext4, and develop an equivalent to bootcamp so that other OS-es could gracefully coexist with Windows (last time I checked Windows installer completely ignores Linux and makes the existing system unbootable).
4) They would collaborate with the Wine project in order to make the newest version of Office work smoothly on Wine.
I could go on forever. They won't make any of these, because it is against their best interests. Linux and macOS are still competing products. MS is making tons of money off Linux running on Azure, but they need to be careful about the desktop aspect. That's why you see what can be perceived as inconsistency: they want to attract people to them, but at the same time they want to exploit their customers as much as possible.