This is the norm of what shareholder-driven companies in a situation of monopoly will tend to do. They try to see how much they can abuse their position of dominance on the market to maximize their profits. Microsoft's primary goal isn't to make a good user experience, or even a good OS. Their main goal is to milk as much money as possible from its assets for its shareholders. They've been playing that game for decades, only backtracking when the consumer backlash is strong enough to threaten their sales or when the government threatens to break them up.

On top of that, Microsoft has a long history of letting arrogant elements of top management take control of projects who will then force their "vision" down the throats of their customers who don't want any of it. They will only backtrack once the sales numbers become disastrous enough. Then usually the control returns to more competent people and a decent product tends to result from it. Think how Windows Vista lead to Windows 7. And how Windows 8 lead to Windows 10. Or even how the XBox One was originally designed and marketed as some sort of stupid way to watch NFL games on your TV with Kinect controls until they realized they were losing the console war and then started treating it like a gaming console again.