Ok I get that part. Still, Microsoft is in the same business doing the same things, so to me it would have been natural if it would have been brought up in this

Ok I get that part. Still, Microsoft is in the same business doing the same things, so to me it would have been natural if it would have been brought up in this context. Just like when there's a post about a new Chrome feature, people start comparing it to Firefox, or when an article about a political decision of country X is posted, people start comparing it to the situation in countries Y and Z.