Universal Windows apps are one reason they started pushing it again, also the Xbox Play Anywhere games (Also M$ has the capital to push an ecosystem that has low adoption simply because they have the coffers to support it) I agree with you since Microsoft basically bailed on the mobile phone market, it makes a lot less since as an ecosystem; Surface devices can use full fledged desktop apps so unless you need a lighter, or more universally scalable version of a program there is little reason to seek out using the Windows Store for anyone other than most basic barely PC literate person.