Clearly Microsoft has made this bed (lack of trust) through poor communication, executive decision, and execution. No one should be apologizing for their ineptness. They can do a better job and should be held accountable. It really sickens me to see the repeated "let's give them the benefit of the doubt" and then long after the rumor or miss-communication is proven to be true (in part or in whole) the same folks fail to acknowledge that Microsoft screwed up or dismiss it because it was only partially true even thought the part that was true is still significant.
I don't think anyone is under any illusions that Microsoft sucks at generating positive messages in the media; but I think it's wrong to assume that based on a few mistakes by Microsoft management that they are a bunch of bumbling idiots, or that Microsoft as a whole makes consistently bad choices.
Microsoft genuinely does get a worse deal in the media than similar technology companies in the same space.
How much hate has Microsoft got for "forcing apps into the App Store"? How much hate did Apple get for exactly the same decision?
How much hate did Microsoft get for changing the interface in Office 2007? How much hate did Google get for changing the interface in Gmail, or how much hate Ubuntu got with Unity.
How much hate did Microsoft get for stopping development on Silverlight? How much hate did Apple get for discontinuing PPC, or Google for killing Google Gears?
How much hate did Microsoft get for introducing UAC? Contrast with how much hate Apple have got for entirely disabling Java.
This is the biggest problem that Microsoft has. For some reason, whenever MS does something wrong, it is seen as a horrendous mistake on apocalyptic proportions, and yet when any of their competitors do an identical, or in some cases more egregious action, it's entirely dismissed by the media and large sections of the IT community.
Microsoft - and frankly their competitors - would be better if we held all technology companies to the same standards. Keeping on at Microsoft as if everything they do is pure evil and that all of their competitors are knights in shining armour is one of the reasons why Microsoft has got like this, and one of the reasons why Sinofsky found so little resistance to the notion of "let's not tell anyone anything, since it'll only backfire".
If we criticised Microsoft only for the things they actually did wrong, and stopped trying to condemn them for things that don't matter (like WTWF claiming that sidebar Gadgets being deprecated in Windows8 was something anyone gave a damn about), then Microsoft might listen more. If we (as a technology community) were better at choosing our battles with Microsoft, we might win some of them, whereas when we waste precious air fighting the battles that have been lost (like the start menu) or which don't matter (like sidebar gadgets) then Microsoft just gets really good at ignoring you.