My probably a bit naive take:

The MBAs take over and implement KPIs that might even be well-intentioned but are ultimately easiest to satisfy by cutting corners. For example: KPI that measures market share of Edge; instead of making Edge better to increase its share, just screw your users by making Edge default on Windows on every other update.

I've seen it happen at my own company, and while I always had pipedreams that this isn't happening at the big tech players because there are too many smart folks around to stop that nonsense, I can well imagine that it boils down to these kind of bullshit reasons.

If their MBAs set-up KPIs that reward this kind of behaviour, they need better MBAs. Instead of "get more people to use Edge", it should be "get more people to choose Edge". Neither people nor geese respond well to having stuff rammed down their throats.

https://en.wikipedia.org/wiki/Foie_gras

How about no MBAs?

These practices are nothing new for M$, they did that in the past (15-20 years ago) with IE, then got several slaps on the wrist, which made them cut back on it for a few years, but now they seem to be thinking that if IE/Edge is no longer the dominant browser they can start using these tricks again?!

Probably, since just like back then with IE, Edge is now baked into the OS as well.

I think Microsoft is an exception, they have been obnoxious since day one.

Obnoxious is being far too nice. MS has done more than any other single organization to derail & suppress the pace of technological development, and by extension the progress of the species. I genuinely see them as an enemy of humanity.

Organic growth opportunities from gaining market share or acquiring users disappear and the new people they hire have to “make an impact”

> What goes wrong?

Quarterly Earnings reports. They've picked off all the low hanging fruit to show growth, now they're grasping.

They run out of improvements and start focusing on value extraction?