They arent spending on building brands, they are trying to directly buy users. Bribes in form of discounts, "cross promotion" deals that in effect mean they give you stuff for free just to brag in the press how you use it. Huge FUD campaigns. M$ does it all.

Recently mentioned on HN Gopro is an excellent contrast. Bottom up organic marketing, investing in events, users and activities. Touching peoples lifes. Concentrating on positives, not gimmicks or attacking competition.

Microsoft is simply hostile and out of touch. Money is their only language.