In the UK at least, they've been paying for various celebrity trolls to say "OMG WINPHONE8 IS TEH WIN" all over advertising. I assume this is the same forces at work trying to undermine the intelligence of the masses.
A more realistic assessment is walking into my local Currys/PC World shop (like a UK version of Best Buy which is less interesting) and watching the various people milling around. One guy was buying a Samsung Smart TV, another guy a dryer, some woman was buying a USB internet dongle and asking if it worked on her MacBook and another guy was buying a Galaxy Tab and some overpriced HDMI cables.
Windows 8 love? Absolutely sod all. No one gives a flying fuck.
Now I could be considered to be a Microsoft shill. I work for a well known Gold Partner in the UK, are a certified Microsoft software dev, have used every MS OS from DOS5 and know their shit inside out, but fuck me no one cares about them any more, me included. I'm even jumping ship with my vested and historically expensive interest in them and leveraging the 15 years of Linux experience I've picked up on the side.