The first time I saw a screen-shot of Windows 8, I couldn't help but feel like the tile-oriented format was designed to shoehorn advertisements into the user interface. For a long time Microsoft relied on large-scale OEM business contracts to make money, and now that more price-efficient alternatives are available for office software and operating systems, they're approaching the opposite extreme of monthly subscriptions and integrated advertisement. They built these elements into XBox Live first, correctly assuming that gamers would be willing to put up with it so long as decent titles appeared on MS consoles.
Remember when they first announced the original XBox? All of the concerns and criticisms that I had then(too proprietary, not enough 3rd party support, deference to the loyal customer base) have emerged again, but they lack the air-tight PC-gaming community dominance that they possessed circa 2001.
For a long time, they had an array of products that was good enough to keep users from leaving; recently, they've made a series of products (Zune, XBox 1, Surface 1/2, Windows 8, Windows Smartphones) that are far enough from what consumers, and more importantly, loyal customers want, that they are approaching a catastrophic lack of interest. As much I would love to relish the downfall of the M$ of yore, I wish they would behave more like a competitor to Apple and start putting out products that just work again; they really had home-runs when it came to Windows XP and Windows 7, and I don't understand why they abandoned what was working so well for them.