they know there's a fundamental difference.
it's just that couple of the guys up high on the system were/are willing to sacrifice desktop usability in order to push people into getting their software from microsofts software market rather than directly from software publishers.
because they want that 30%.
metro was conceived purely because of that. all the other stuff piled up, all the hurry in making it was because of that(not api parity with old stuff). ALL of it was only for that end goal, even the superficial windows phone etc integration.
the reason why they're giving the new windows free for tablets is because of that 30%. the reason why they started giving developer tools 100% free is for that 30%. the reason why you were booted into something that piece of shit launcher that would launch the apps from the store was because of that 30%.
because really, if you're a fatass idiot running the show and look at apple getting 30% of millions of app sales.. then you look at your own platform and realize that you could, potentially, be having 30% of every photoshop cs-whatever's 1000$+ price tag... then you start to steer your company into doing stupid shit like that - and why do you think about the same time that was coming into fold the companies doing sw like photoshop started looking into subscription models? by accident? why did valve push steambox/steamos? the companies stared doing that stuff as insurance. MS never had even a chance of getting that 30%.
(the phone integration with wp7.5 was realy funny too, had to install fucking zune on windows 8, to get same level of integration you had with android phones out of the box)