Microsoft has not ever understood one thing.
People ***HATE*** "Windows". Windows is associated with work, pain, crazy difficulties, nerds and viruses. The brand name has negative value.
So what does Microsoft do? They double and triple down on fucking *Windows*. They had the opportunity with the Metro to finally make people see Microsoft as going beyond Windows. "No this isn't Windows any more, it's not supposed to be Windows, and that's OK. We're more than Windows, so try it on its own terms".
And now with phones they kill the one name, Nokia, which people did have a good association with, in favor of a nothingburger which might as well be a suppository name.