The money stream
Let's be brutally honest, what M$ wants us to do is to pay more for our software.
One of the best ways of doing this is to have a new glittering piece of software with some unique selling point.
Only it's become incredibly difficult to find a new USP for an operating system so M$ are down to tinkering with the interface. LOOK it's got ROUNDED CORNERS on the windows ... or going further back anyone remember the semi-transparent panes?
I will be brutally honest here, as a person who uses their PC 95% for work, no Windows version since 7 has offered me anything new that I need to do my job. The W8 / 8.1 interface experience was truly horrible, but TBH, I'm quite happy with 10 having spent a *happy* half hour turning off the spyware. That said, over the last 5 years I've found myself using Linux Mint more and more for everyday tasks.
My brief experience with 11 has been that the user interface is just plain anoying, especially the adverts and spyware plus the limited taskbar (I want it on the left FFS, how is that difficult?) There are numerous other irritations that prevent me using the OS in the way that I've done for the past 30 years and I'm not going to bother learning a whole new set of ways to work because some half-baked programmer with an IQ near my shoe size in Redmond thinks that hidden scroll bars or some other such idea is cool.