Facebook never made any good deeds.

Microsoft, as much as I hate them, has actually made a lot of of them.

And in general, actions speaks louder then words. And people do remember what they have done. Forgiving was never going to be a easy thing, especially when you audience are developers.

The Network Effect makes people stick to the company/product. Opposition/alternative can snowball slowly and surely but needs a catalysator/enabler. This can be an event/deed such as eternal rain causing floods on Earth or poisoning of the aquaduct.

Companies and countries and personae know this. Its why ruling with authority happens. Its why those in power in Arabia feared the domino effect of the Arabic Spring. It can even be a reason why people swear.

Trying to avoid it (the domino effect) from happening is called damage control.

Can't edit my post anymore but PG's essay "What You Can't Say" also touches on the subject of the power struggle.

[1] http://paulgraham.com/say.html