Microsoft is definitely, under the lead of Satya, becoming more open and friendly. But does it necessarily make it cooler? That is very much left to debate.

The following claim might be a little generalized, but I believe Microsoft is still largely considered as an software company, who sells licenses and units of products for a living, and very much enterprise focused. This is quite different from the image that younger companies, especially those service-oriented ones, show or at least try to show to the public, something that is more ubiquitous and intimate.