Task Manager Developer Claims Windows 11 Has Evolved into a Sales Platform for Various Products

Dave Plummer, a former Microsoft engineer, recently shared his thoughts on the widespread criticism surrounding Windows 11 through a YouTube video. With years of experience shaping various Windows components, including MS-DOS and Windows NT, Plummer articulates the frustrations of long-time users, shedding light on the reasons behind their discontent.

In his analysis, Plummer asserts that Windows has not deteriorated overnight; rather, it has gradually deviated from the needs of its core users. His commentary resonates deeply with those who observe Windows 11 becoming increasingly intrusive, straying from its fundamental purpose as an operating system.

Understanding the Backlash Against Windows 11

A major source of discontent with Windows 11 stems from Microsoft’s aggressive push to promote its own products. This decision raises questions about why the company continues to irritate its loyal user base despite mounting criticism.

As discussed in a YouTube video, Plummer reflects on two decades of efforts to make Windows accessible to the broadest possible audience. The goal was to ensure that the operating system appealed to the least tech-savvy users, thus driving sales.

However, this focus on casual users has alienated the power users who play a crucial role in driving Windows’ success:

“Back in the Ballmer days, the chant was developers, developers, because Windows needed an app ecosystem more than anything else. Well, mission accomplished, the development stack is solid, the tooling is good, WSL exists, and the platform serves the world’s software reasonably well. So today, the chat should really be power users, power users, because they set the tone.”

For many, Windows lacks the charm of macOS and the flexibility of Linux. When power users feel undervalued, they often explore alternatives, leading novices to follow suit.

The Shift Began with Windows 10

The transition to a “Windows as a Service”model began with Windows 10, shifting from a traditional software purchase to a continuously updated system. This transition necessitated new revenue avenues for Microsoft.

In contrast to previous editions where users paid once and used the software until they chose to upgrade, Windows 10 introduced a paradigm where updates were ongoing and free. In 2013, Apple initiated its own model by offering free upgrades, reinforcing loyalty through its ecosystem.

At the time, Linux also thrived as a free alternative. Feeling the pressure from competitors, Microsoft, under Satya Nadella’s leadership, began revising its revenue strategy. Windows 10 was freely offered to ease the transition from the less popular Windows 8.

Satya Nadella explaining features of Windows 10 — Credit: The New York Times

This strategy aimed to unify users under Windows 10 while simultaneously directing them towards Microsoft’s cloud and subscription offerings, such as Office 365 and Azure. Windows 10 ultimately became a conduit for gathering user data, with the intent of improving features based on real usage patterns. Yet, this drive for data collection fostered privacy concerns among users who felt they were becoming the product.

Despite efforts to position Windows 10 as the last version, Microsoft subsequently released Windows 11, introducing stricter system requirements that left many older PCs unable to upgrade. While users could bypass these restrictions, the underlying problems that plagued Windows 10 persisted, and in many cases intensified in Windows 11.

Windows 11 as a Gateway to Microsoft’s Ecosystem

Windows 11 serves as an entry point into Microsoft’s expansive ecosystem of cloud services, subscriptions, enterprise tools, and AI solutions. This transition has undeniably impacted user experience.

Although Windows still generates revenue through OEM licensing and direct sales, the platform’s focus has shifted toward nudging users into adopting Microsoft services with every interaction. For example, “recommended” Microsoft 365 apps appear in the Start menu, and Settings frequently remind users to enroll in OneDrive. Local searches often yield Bing results, demonstrating a clear inclination to steer users toward Microsoft products.

“When the OS suggests, hey, maybe you should switch browsers after you explicitly chose another one, that’s not onboarding. That’s just disrespect.”

This perpetual insistence can create frustration, even among those who appreciate the functionality of newer services such as Edge. Despite its improved performance, users still encounter a barrage of ads and promotions, which often detracts from their experience.

Microsoft Bing ad for Edge against Chrome

New users, inundated with promotional content, frequently feel overwhelmed and disdainful of the defaults. Power users, who have worked to navigate these features, find it increasingly difficult to recommend Windows to others.

The Reasoning Behind Microsoft’s Approach

Though some may rationalize Microsoft’s push to promote its products as a strategy for revenue growth, it raises concerns about the company’s responsiveness to user feedback.

Your desktop is the last unmonetized surface in a world that hates empty space.

Plummer suggests that product managers within Microsoft often prioritize individual product performance over the company’s overarching goals. This fragmentation can lead to a disjointed user experience, where aggressive marketing tactics overshadow potential improvements.

Instead of presenting their products in a desirable light, Microsoft bombards users with promotions, creating a cluttered experience that shifts focus from user satisfaction. As Plummer notes, “A billion-user platform should teach new capabilities, but we’ve crossed the line where the operating system feels like a sales channel for all their other properties.”

What Changes Does Dave Plummer Advocate for?

Plummer advocates for the introduction of a genuine “Pro Mode”that clearly distinguishes power users. This would allow users to access advanced settings without the burden of unnecessary features. He envisions a streamlined setup interface, a privacy ledger to document telemetry, and instant rollback options for failed updates.

Additionally, he suggests a clearer divide between kernel and user mode to ensure that critical features are not placed in the kernel unless necessary.

Is a Revamp of Windows 11 Possible?

With Windows 10 reaching its end-of-life, Microsoft faces increasing pressure to make Windows 11 appealing, especially with emerging competition from devices like the upcoming budget MacBook.

However, the feasibility of significant improvements remains questionable. Current offerings like Windows 11 Pro, priced at $199.99, may not address the concerns of power users.

Despite the challenges, Plummer provides a balanced perspective, acknowledging the solid foundation of the Windows operating system. He emphasizes the impressive capabilities of its kernel, unmatched driver support, and strong enterprise features. Nevertheless, the perceived shortcomings lie in the user interface and experience.

“So, does Windows suck? Only when it forgets who it’s working for.”

Ultimately, for Microsoft to regain users’ trust, they must actively refine their marketing strategy and enhance the user experience. By implementing Plummer’s suggestions, they may once again encourage loyalty among power users, resulting in greater referrals and a more motivated customer base.

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