I don't think they really care what people think until it becomes a really major issue. MS has been through this these fazes so many times in the past and look at were they are. It doesn't seem to have slowed them down that much.

That lock in of the 90's never really stopped, they just figure out how to make it look better. The only times they gave up on the lock in was when it was starting to look really bad and even then they just pivot the messaging and then try to lock themselves in. Look at MS with "We love Linux", it didn't slow Windows down one bit.