For Apple it was about delivering a consistent branded experience, for the GNOME and KDE communities it was about being able to consistently customize the experience.
In Windows? Always a free-for-all of such heavy customization on the side of the third-party applications that a Windows look and feel was never really a thing, nor was theming because of the same thing.
Then GNOME 3.0 came and they went for the consistently branded experience approach, and you were left with a black and gray desktop environment that at best tolerated customization.
And it works alright, but Desktop Linux at most you'll get to work alright, the third party app ecosystem is small, without the feeling of ownership and freedom that an end-user can have with their system, customizing not the kernel but the things they're actually interacting with, what's left? An unremarkable desktop environment with few applications, that you'll want to replace with macOS as soon as you have the money.