I'd like to see Windows rebranded as "The Gaming OS which does much more than just games". They need to keep the value of Windows tied to the value of Steam. This means bending over backwards to the needs of game developers and cementing the expectation that you need Windows if you want games before that expectation goes away.
This may even mean marketing themselves to Mac and Linux users as the OS you should dual boot if you want to play games. What a crazy thought.