If, on the other hand, you want the Google Play store, then you have to pay Google, agree to ship other Google apps in the default firmware install, and agree not to ship competing apps in a few categories in the default install.
The amount of money Google makes from this is almost negligible. Something north of 95% of Google's revenue comes from advertising so whatever they are charging to access Google Play it doesn't amount to much in the grand scheme of things. Microsoft on the other hand basically makes all their revenue from software sales so they pretty much have to charge something for it since they lack a supporting revenue stream. (unless you want to count desktop software sales but that would be kind of dumb of them)
A lot of that is marketing. It's far more a brand problem than a design culture.
Marketing isn't some magical pixie dust you can waive over a company to make people want their products. Marketing at its core is relationship development and that takes a lot of careful work and time. Microsoft has mostly done a terrible job developing relationships with customers. They've been the beneficiary of a monopoly so their survival never depended heavily on people having warm fuzzies when they think about Microsoft. Apple on the other hand has been arguably brilliant at it, almost from their beginning. Think about how many Apple stickers you've seen on the backs of cars. Probably quite a few - I see them regularly. People LOVE Apple even when they shouldn't. Apple has one of those brands like Harley-Davidson that people have almost a fetish for. Now how many Microsoft stickers have you seen? Probably none. By and large people don't love Microsoft or their products. Microsoft has the money to change this I suppose but it will take a lot of careful effort and time and frankly I doubt they have the corporate culture to pull it off.