Microsoft took the same approach as Bill Gates. Gate's ruthlessness made the public hate him(remember the milkshaking?). He took public relations serious and p

Microsoft took the same approach as Bill Gates. Gate's ruthlessness made the public hate him(remember the milkshaking?). He took public relations serious and put on the nice guy public facing image while still being as devious and wretched as he was back then. The Microsoft leaders saw how well this worked him and used the same tactic.