They forgot to me too any cool cachet.
LOL, I fear Microsoft will forever be best summarized with the "Hi, I'm a PC/I'm a Mac" commercials where Microsoft is in a shirt and tie and wants to run a spreadsheet. Always with the fscking spreadsheet. Hell, on my Windows machine I don't even have software for spreadsheets. Because I don't ever use spreadsheets. Or PowerPoint. At least no on my personal desktop.
I'm not sure Microsoft would know what the hell to do with "cool cachet".
Starting with the non-spreadsheet tools Apple introduced, Microsoft has never successfully implemented other things, and many of their "cool" things they bought.
So while Apple was creating things like iMovie and Facetime, and Google was giving us tablets with cool interfaces and a tight integration with all of their services ... Microsoft offers us appified versions of Office, and Bing.
Microsoft seems doomed to be constantly trying to get us access to Exchange and Office, even if many of us have no need for it.
In fact, I'm not sure there's a single thing in Windows 8.1 which I've said "wow, that's kind of neat". I've had to spend more time getting rid of the stuff they think is cool and innovative than admiring it.
I'll go one further ... I honestly don't think I can name a single innovation in either desktop computing or mobile computing in the last decade which I can either attribute to Microsoft or that I use.
For home use, Windows has become a platform to run other people's cool software.
But cool cachet? Don't make me laugh.