I guess what I really mean to highlight is that it's not just a question of Microsoft being bad at marketing - it's more like they don't have a mass-marketable

I guess what I really mean to highlight is that it's not just a question of Microsoft being bad at marketing - it's more like they don't have a mass-marketable product. "Some of your software will work on this" is a throwback to Windows XP 64-bit edition, people don't want to deal with that. The limited emulation support means it's more capable than Windows RT's "native ARM software only" was, sure. But it's even less straightforward to explain to a potential user whether or not they could use it.