I dont think there's been a single other player out there who can stand to compete against Microsoft in it's ability to generate huge amounts of press and fanfare in unreleased products that ultimately become unparalleled market failures.
Frankly, Microsoft would do well to take a note from Apple's playbook and SHUT THE FUCK UP about the product until it's release instead of blathering like a spastic child about it's vaporware, leaking feature after feature and allowing the competition to catch up or even surpass it's abilities before the product is even launched.
They don't have much else to talk about. Their sales suck. They are years behind the curve on most features that people want. Nobody cares (except MS employees, shills and bloggers), and the new UI is not doing a friggin thing for them. If that new UI has the same effect when it comes to the desktop, they will have even bigger problems. Its pretty tough for them to try to be in that market and get your ass kicked day in and day out. To have any hope of being a respected player, all they can do is talk. As pitiful as it sounds, it still seems to generate some press.
Math is like love -- a simple idea but it can get complicated. -- R. Drabek