Adopt an open standard, add proprietary bits so that content worked best (or exclusively) on their own version, and force other players and competitors out.
yeah, i'm curious about this too. i've spoken to many high level folks in MSR (microsoft research) and they're all massive proponents of open-source software and unix and are as excited as i am about being able to open a 'native-ish' *nix terminal and do work.
in fact, i've got my win10 box set up for dev, and it's nearly identical to my mac! it wasn't 100% straightforward, and to get windowed emacs working from the cli took a little twiddling, but overall in less than a few hours i had everything running flawlessly. :)
Adopt an open standard, add proprietary bits so that content worked best (or exclusively) on their own version, and force other players and competitors out.