Why doesn't Microsoft understand that they are actually validating fellow behemoth Google as the underdog? Google is arrogant enough to create their own backla

Why doesn't Microsoft understand that they are actually validating fellow behemoth Google as the underdog? Google is arrogant enough to create their own backlash in due time, just as Microsoft did in the 90's, but Microsoft is actually slowing down that process. There's a lot of valid criticism in the scroogled campaign, but as long as it's coming from MS the general public will side with Google. This is just playing straight into the hands of Google and their cultish marketing strategy.