At first I laughed with your astute comment, then remembered Apple and its customers will now be paying (transitively) Microsoft to put this feature on phones. I still agree with the point, but Microsoft has done such an amazing job of evolving and staying relevant.
Yeah, interesting world where people are wanting MS to make a phone...again.
The Lumia phones were great. The first iterations of the OS tried to integrate 3rd party services deeply into the OS. (News, Social, Mail, Calendar aggregations) But the service-providers did not like that because: no advertising possibilities.
Then they had to shift towards apps, but at that time they were way too late.