Actually the move sounds a lot like Apple: "You must use our tools, sell through our store. Resistance is futile."

While this worked for Apple they rely a lot on herd mentality/boutique sales among a relative minority of computer users. Microsoft tried this before with Phone 7. Dismal sales, dwindling mindshare.

It may be interesting to see how it all plays out and what serious new alternatives arise for the desktop, as in the Post-WinMo phone market. Only time will tell.