MSFT stock pumps hard for the next few years.
Like you said, they're trying to get people hooked.
But if AI isn't any useful to people in the first place, this goes nowhere and they're still stuck with a low/decreasing amount of users.
Also, from a UX perspective, I feel an autocomplete-based UI encourages me to make sure the thing “I’m saying” is actually what I mean to say - ie, to not implicitly trust LLM hallucinations.
LLM-based generative text everywhere, in every app, could be useful, very straightforwardly integrated at an OS level into all text controls, something MS is well-poised to do, and “Copilot” a very good brand for that. (And I would be shocked if Apple and Google aren’t working on the same.)
That said, that’s almost certainly Microsoft’s short-term strategy until then! And probably part of why Apple made their sudden priority shift towards LLM features.