My assumption is that business users that are going to give the whole smartphone-dock-PC thing a go will end up with the productivity applications on the phone that they expect to have, without themselves having to figure out how to install them.
Before Windows 10, we bought three computers from the Microsoft store because for what we were looking for equipment-wise they were the best price. Back when Windows 7 was new we were looking for a laptop for my wife, and bought a Lenovo Thinkpad x301 for probably $300 less than it would've cost from anywhere else. It came with a free Ideapad netbook that I used for several years. More recently, when Windows 8.1 was their modern OS, we decided to replace the five year old X301 with a newer model, and ended up buying a Core I7 based Thinkpad Yoga 12.5 from the Microsoft Store, again, it was far less expensive than from anywhere else.
In all of these cases the computers were very lightly loaded with extra software instead of the bloat that I was accustomed to seeing from other brick and mortar retailers. The only preloaded junk was on the Ideapad, and it was the stupid Lenovo camera-based login crap that we just removed.
At this point I probably wouldn't buy a computer from the Microsoft Store anymore, simply because I don't want Windows 10, and I'm eyeing that Dell "Developer Edition" laptop so that I'll know it runs Linux natively without issues anyway. But prior to Windows 10, the Microsoft Store was not a bad place to get a good price on the hardware and to have much less preloaded crap.