It's not as stupid as you're making it out to be.

For almost all tech companies - hell, almost all companies in the modern world - customer abuse is a first-class strategy. Some push it further than others, some are more blatant than others. It's probably not about them being insanely out-of-touch with what people want, but about them miscalculating what people will tolerate. Microsoft seems to be willing to push things a little further because, why wouldn't they? They got people to install Vista, then 7, then 10, then 11, all increasingly abusive.