[Someone]

"Modern goes out of date."

That's not a problem for Microsoft branding. That has a typical shelf life of three to five years.

Also, I think their goal should be to navigate it back to 'Windows' as soon as possible. It's a bit like "the new Coke". Do you think Coca Cola intended that phrase to last forever? (Sorry, couldn't think of another example. Please don't follow up with remarks on how the new coke ended)