While I agree that the Windows team needs a singular vision about what they want their product to be, the advice given by the author is starkly reminiscent of the strategy adopted by Blackberry when they realised consumers weren't interested in using their products any more.

For Microsoft to abandon the consumer market and solely focus on a sub-section of 'doers' would be to set in motion an unstoppable slide into obscurity, as it did with Blackberry. Increasingly people only have one device and they're not going to choose a product which is only good for 50% of what they want. This mythical group of people who only care about using products for business just doesn't exist.

What they need to do is to make the product better so that people in general like using it again. It's that simple.