Microsoft is not a consumer company

Microsoft makes most of it’s money from businesses, selling OS licenses to Dell and other computer manufacturers, or enterprise software to enterprise businesses. And so far, they suck at B2C - which is why it’s surprising that they really want to pick a turf battle with the company running the most successful retail space (by square foot) in existence:

Microsoft plans to open a store at the Bellevue Square mall, bringing its budding retail rivalry with Apple to its own backyard, according to building permits filed with the city.

If MSFT wants to play in this game, they need to learn to serve the consumer instead of - or as well as - the business.