People keep saying Microsoft needs to build hype or them not being clear is weak.
These same people don't realize the concept of "Earned Media". Microsoft has everybody talking about them right now. It builds hype, anticipation, fear, denial, excitement, depression, and suspense all at the same time.
Microsoft is in the driver's seat right now with a bunch of carrots tied to the bumper. Us lowly rabbits keep trying to nip at them but Microsoft accelerates just out of reach and will continue to do so until they decide to let us eat.