I'm pretty sure that the recent Windows Blue launch meeting went something like this:
Balmer: "Hey, so our sales of windows 8 so far have sucked royaly, and everyone is sending us more death threats than usual about how much they hate the user interface. We need to sell more, and ensure that everyone who buys windows 8 is locked into our app store archatexture for all time, etc. So, Ideas people!"
Exec 1: "well everyone hates windows 8 because the interface is a complete abortion of an attempt to force a horrible tablet interface over a workable desktop interface. Seriously the only people who are using windows 8 are the ones that reinstall something like Start8 to put the start menu back, or the ones that couldn't use a computer in the first place anyways and just bought it to look like they knew what they were doing. So, maybe we should un-butcher the interface and cut our losses and play off the ther upgrades we did to the backend?"
Balmer: "That makes too much logical sense. You're fired."
Exec 2: "What we need to do is make windows 8 show up on everything! because if people like having their personal user interface on one device at a time, they'll love having it show up on all of their devices all the time, dispite the fact that they can only use one at a time and having a synced OS across multiple devices offers some really annoying prank potential. But hey, it's more windows 8!"
Balmner: "And what about the OS, should we try to fix it?"
Exec 2: "Nah, we're Microsoft. Anything we say is perfect is by definition perfect. We should actually block installation of start menue and classic shell utilities as a hmmm, oh, I dunno, lets call them a security risk or something. or at least charge extra."
Balmer "hmm, I like where you are headed with that, but the programmers in the back are holding up the "that would take effort" sign, so we'll leave that for Windows Purple. But the multiple device thing? Brilliant! you're now promoted to vice president of SQL server butchery!"