If Bill Gates murdered a man with his bare-hands for choosing MacOS over Windows that would get press or 'buzz' too, but I doubt it would be good. The whole idea of 'any publicity is good publicity' is predicated around 'getting your name out there.' The problem here is that Microsoft already has it's name out there. It's a well-established brand. At this point they have more to lose. Bad publicity can tarnish a brand.