I was referring to the need for brand power, not the store specifically. Android has indeed developed brand power, but Microsoft's situation and needs are diffe

I was referring to the need for brand power, not the store specifically. Android has indeed developed brand power, but Microsoft's situation and needs are different from Android and I think a store is an absolute must. Android has successfully created a story that people like about power and choice in your pocket, and good on Google and the OEMs for that. But Microsoft is a much, much bigger entity than Android, and they have a proportionally grander and more ambitious vision (or need to have such a vision or are trying to develop such a vision) about technology, a vision they want to bring to people through a much more complex and heavily integrated suite of technology and services. And one of the best ways to do this is through a polished, exciting store experience (not sure if Microsoft is quite managing that, but hopefully the situation should improve.) Microsoft's imperative is to distill its sprawling empire into something sleek and powerful. Android's imperative, should it choose to accept it, is to expand on its successful foundation intelligently without diluting or confusing the story it tells. Totally opposite problems IMO.