I avoid making generalization and try to stay away of anthropomorphizing companies. But this isn't the first, nor second, nor tenth time I watch Microsoft trying to smear the competition. Which doesn't seem to be common among other companies. It does gives us outsiders the impression that it's part of their company culture to try to sell more by smearing the competition instead of by building better products.

How does that work on the managing level? Are Microsoft engineers encouraged from top down to do this? Is it just a culture that gets passed indirectly through informal conversation between employees that influences this behavior? Or is just the PR firm they hired that keeps insisting on the same weapon?