Microsoft has gone beyond the home workstation OS on every desktop, to enterprise and cloud as key revenue generating cash cows; phones, not too hot, for Microsoft. Apple got there first and Android costs less for the equipment vendors. And have you yet bought your smart watch and VR headset? Why not? What is wrong with your lemming urge, when advertising stokes and strokes it?
UPDATE: Stoke and stroke, in Ars content, beyond advertising:
Windows 10 presently uses a design language known as MDL2 (Microsoft Design Language 2), which is an evolved version of the Metro design first introduced with Windows Phone 7. Both Metro and MDL2 put an emphasis on clean lines, simple geometric shapes, attractive typography, photographic imagery, and minimal use of ornamentation. Both heavily borrow from responsive Web design concepts. Google's Material design language builds on similar themes, adding transitions and animations to better show how pieces of information are related.
The new Microsoft look is named Neon. It continues the evolution of Metro—it retains the emphasis on clean text and a generally flat appearance but adds certain elements of translucency (which the company is calling "acrylic") and greater use of animation and movement. Additional new elements are "Conscious UI," wherein an acrylic element might change depending on what's behind the current app, and "Connected Animations."
A fashion statement some at Microsoft design headquarters might envy, not for outdoors grizzly country.