1) UX teams who have to change things to jutify their existence. None of the problems in Windows 10 imho were related to major UX problems, just things that should have been fixed like the stupid search function which can't find "Explorer" when you type in "Explore" 2) UX people who think that the world cares as much as they do about the fact the UI looks a bit "dated" and needs to be refreshed otherwise people will leave! Apple haven't massively changed MacOS and people still use that. 3) Strategic people who are trying to pre-empt or force a different way of interacting with the OS so that things like AI, blockchain, or whatever will work more naturally. 4) Development teams who have decided that the programming model is wrong again and therefore they will make a load more changes. If I was a Product Manager at MS I would be depressed and embarrassed by the number of inconsistencies in the platform. It would be understandable if "windows 10 apps will start to look different" but this is so random, it is annoying. 5) Finance people who can't accept that a paid-for product should have exactly zero adverts and the whole premise is obnoxious and stinks of greed when it's not like MS are struggling to make money. 6) Cloud everything even when those experiences e.g. Office365 are noticeably worse in the cloud. Also, they are charging you the same/more even though they can now manage everything centrally with no deployment costs. 7) The whole security accounts eco system is another disaster. "Log in with MS account", "Is it a work or personal account?". How should I know? It's your account. "Do you want to link all these devices?" "No", "Well we will anyway because we have assumed you want to and we were only asking to pretend it was your choice"
Microsoft, Microsoft, we love you but we need to talk!