It's fair these companies see a new Surface AIO and an Xbox running Windows 10 applications as an attack, but it's equally fair for Microsoft to see this move as a vertical integration strategy that was blocked in the 90s but is commonplace in this decade. Google has Nexus, Android & cloud-based services; Apple has their own stack from device to software and cloud services... why should Microsoft miss out?
Not only there's profit to be made, as there's OEMs making Windows worse with bloatware and there's the risk that one of the other players locks Microsoft out of their walled garden.
If it's OK for Sony to have only their approved software running on Playstation; if it's OK for Apple to prevent 3rd party browsers to be added to iOS devices; if it's OK for Facebook to track what users are doing with their apps in and out of their website, why can't Microsoft do all of the above?
MS will be selling high end laptops, smartphones, VR headsets, AIO computers and even a headless-iMac-like-device (xbox). There will be less that 90% of PCs with their software/services on them, but MS should end up with a healthy slice of a much larger market than what existed in the 90s. Can't fault them for pursuing this.