Microsoft ignored the fact that trying to sell "Apps" when people have work to do on their computers is not appropriate.
Windows 10 tries to force Microsoft's control, imitating the cell phone companies that, more and more, take control away from the customer and user.
That acted as extremely effective negative advertising. Almost every technically knowledgeable person is now aware of what they consider extreme abuse.
In my opinion, the negative advertising damages Microsoft and indicates that Microsoft top managers are not competent.