This might just be another embrace phase. They have been cyclical in the past. If they were to get a large portion of market share on their proprietary tech platforms they would certainly move to lock in their users and cripple the open platforms they are now adopting. They are only restarting the cycle because they are losing ground.

And I'm not coming at this from a malicious Microsoft angle, they are just in the same league as Adobe and Oracle in that they maximize revenue by dominating markets and crushing competition to force users onto their proprietary platforms. It is inherent to how their principle earning divisions operate.