But you have to consider what else was going on at the time: Microsoft was actively moving away from the DOS lineage. OS/2 had been in development since the mid-1980s, and, while that project came to an ugly end, they had also released the first version of Windows NT in the early '90s, and, by the late '90s, they were purposefully moving toward building their next-gen consumer OS on top of it.
Apple needed to be making similarly strong moves toward a multi-user OS with concerns like security baked in deeply. BeOS had the memory protection and the pre-emptive multitasking, which were definitely steps forward, but I don't think they would have taken Apple far enough to allow them to keep up with Microsoft. Which, in turn, would have allowed Microsoft to rest on its laurels, probably to the detriment of the Windows ecosystem.
Anyways, Windows 10 may have its problems, but Microsoft the company is doing pretty well. Their stock is up about 50% this year (200% over the past 5). And that’s not to mention the fact that they’ve open sourced .NET among many other things.
I also had (non-CS but very smart) friends who switched to (ie dual-booted) Linux on their own after seeing how much better my system was than a Windows box. A decade later, one of them is getting her PhD in veterinary pathology and still dual boots, firing Windows up only when she feels like gaming.
[1] My impression is that committed PC gamers aren't a large portion of the desktop user population, but I may be wrong.