It seems pretty obvious to me. You don't need a cult-like experience when individuals do something out of pure self-interest. Microsoft does not seem to try so hard at engendering absolute loyalty or love from its users. It just wants to satisfy the lowest-hanging needs of everyone who uses a computer (and a few harder needs to, associated with the company's vision of universal worldwide computing and Gates' pet projects like TabletPC).
People use MS technology because it is in their self-interest. It seems like one just plugs stuff together, packages it up, and sells the product. There's no religion needed. Microsoft benefits and the developer benefits.
