The truth is, this Microsoft was never really around until just recently.
At least on the consumer side, Microsoft has never really be particularly considerate of consumer preferences. Windows, in particular, has always been a buggy, disorganized mess. People who look back on Win95 or even XP with rose-tinted glasses forget how poorly designed much of those operating systems were. It's just that, after years of being around it, we got used to their quirks.
They were always able to survive that way, though, by providing the most "open" mainstream platform. If you didn't like the way something was done, chances are someone else had written some software to deal with it.
When Windows 8 came out, Microsoft made a real change in philosophy, that they wanted to become a software gate-keeper. I can't make and sell Metro apps to anyone I please. They're moving steadily over to web-based services as well. To compete in these kind of areas, they have to face off against well-established brands like Google and Apple. Google can afford to have little customer service because everything they do is ad-supported. If Microsoft wants to charge for these services, though, it has to be more like Apple, where the entire experience is carefully curated.
Unfortunately, under Ballmer, they didn't realize this, and thought they could just release stuff and everyone would adjust to it in the long run. But people (understandably) weren't thrilled with a more restricted system without a better experience in return. Only after suffering a nasty, prolonged PR hit and a drift toward consumer irrelevance have they realized the need to turn this around.