I have a unique vantage point on the Microsoft world. I am a programmer who happens to use Microsoft products to built the applications I create. I've been programming using Microsoft tools and frameworks since Visual Studio 2002 and the .NET Framework 1.0 came out in early 2002; so they pretty much have me trained on thinking like a .NET developer. In that time I've noticed the following pattern from Microsoft:

1. Start developing a new OS

2. While developing a new OS, also develop new frameworks and tools for .NET developers

3. About the time the new OS is to be delivered, release Beta versions of the new frameworks and development tools.

4. Require the installation of the new OS by developers in order to use the new  Beta versions of the new frameworks and development tools

5. Repeat

What this does is cause the developers who are hooked (eg.  brainwashed (eg. programming is a way of thinking) ) on the .NET framework to want to try the new tools. So the pattern for developers is like this:

1. "Oh look at this! Kick ass new tools?! They're like a little bowl of oatmeal with a hole in it! I must get them!"

2. "Oh crap, I need to upgrade my OS to use these kick ass new tools!?" "Hmmm...."

3. "Hmmm..." some more.

4. "Shiny new tools are cool! - must upgrade!"

5. Uprade to new MS Operating System

6. "Hmmm...the OS sucks but the tools are SWEET!!"

7. Develop shiny new applications that require end user to also upgrade their OS!

Essentially what happens then is one influential .NET developer (especially  managers) who happens to be wooed by the latest shiny new development tools can have a huge cascading affect on the number of people who buy the newest Microsoft OS. That is what Steve Ballmer meant when he said this a couple years ago:

This isn't earth shattering news by any means. All .NET devs knows this. But for anyone not-so-close to the world of software, you now  know how Microsoft does business!