To me it seems they weren't content being a niche for whatever percentage of the market wanted phones that were simple, consistent, and didn't bother them. When

To me it seems they weren't content being a niche for whatever percentage of the market wanted phones that were simple, consistent, and didn't bother them. When Windows 10 Mobile came out, they started adding a bunch of useless animations, it became harder to use in every way. Although I guess the writing was on the wall by then. When I returned my phone they didn't even bother to ask why.