Right now, Microsoft's strategy seems to be modelled after Apple's "our way or the highway" approach, but Apple gets away with that because people like Apple. Whatever the reason, that's the truth. When Microsoft tries to take that same line, they get active hostility. The most Apple gets is a resigned sigh, if that. It's not fair, it's just the truth.
So, to recap, there's this platform that's much better to develop on, it already runs everywhere, it already has developers and tools, and it out-performs the only other option to make that claim. The only thing standing in the way is Microsoft, and when you are the one standing in the way of your own success, you should probably re-evaluate your strategy.
Mokalus of Borg
PS - It might not count as Microsoft's success if they just buy it.
PPS - But that's probably not a distinction they can afford to make.