As an anecdotal reply from a totally random person on the internet: Your feelings are spot on. I was really impressed with the clear shift in Microsoft. They were on their way to becoming the cool tech company I could kind of get behind (as much as one can have loyalty to any corporation), but then....Windows 10. The worst part of it, to me, is that MS seems to understand why it wants a new version of Windows, but hasn't done anything to convince me why I would want it. And sadly, Windows is the most visible part of the company for many, many people.