What is this ad campaign Microsoft is pulling? Porting simple UNIX tools from the 70-80s to Windows and making a big fuzz about it? Tar? unzip.exe or whatever

What is this ad campaign Microsoft is pulling? Porting simple UNIX tools from the 70-80s to Windows and making a big fuzz about it? Tar? unzip.exe or whatever equivalent with a gui has been around for ages. I just can't see how any self-respecting developer would be lured to Windows by this...