Gates would be just as ruthless, if not more. Don't let his shift in focus to humanitarian issues fool you. Microsoft can't rely on its consumer brand prestige

Gates would be just as ruthless, if not more. Don't let his shift in focus to humanitarian issues fool you. Microsoft can't rely on its consumer brand prestige like Apple can (thus selling orders of magnitudes more devices), so it needs to extract as much revenue as it can from consumer machines.