That was under Sinofsky. He was fired.
He wanted to take advantage of old middle aged users afraid of change to get used to it so they will all stick with Windows Phone after being broken in.
MS is on the right step. The feedback tool and not re leasing isos and instead forcing updates to as many users as possible shows they are listening.
Returning the start menu and un-fullscreening applets shows it is paying attention. Tablet and hybrid users get a metroized big left start menu and screen which you can turn off.