Weird non-hype for Microsoft's next event

From ars technica:

Microsoft has confirmed when its anticipated New York City event is going to take place—on October 26 at 10am Eastern, the company is going to deliver some kind of announcement.

It appears this may not be the event we were expecting or hoping for. The invitation puts the focus on Windows 10—it shows a very literal picture of a window—and we're hearing from sources familiar with the company's plans that the focus will be Windows 10 and the next evolutions of the operating system. We'll likely learn what Microsoft is bringing to both OEM hardware and to the HoloLens and Xbox One, but we do not anticipate a wide array of new hardware.

As such, anyone hoping to see the next iteration of the Surface Pro, Surface Book, or Band later this month is probably going to be disappointed. We expect it's still too early to see more of Project Scorpio, the next generation Xbox that will be released next year. Anyone hoping to see a Surface Phone is also going to be disappointed (not just at this event, but in general).

OK, I know that I'm normally really, really antagonistic when media outlets hype basically information-free stories that amount to regurgitated PR copy, but the tone of this is just so weirdly apathetic that I have to wonder if that attitude isn't starting to spread, like a virus of some kind.

I mean, "the company is going to deliver some kind of announcement?" Or, "Anyone hoping to see a Surface Phone is also going to be disappointed (not just at this event, but in general)?" Ouch.

Microsoft's heavy-handed approach to forcing Windows 10 on users, with all of its privacy issues and technical problems, would appear to have resulted in enough negative PR to basically kill interest in anything related to the OS itself. If they have new hardware to show? Surface Pro, Surface Book, Surface Phone, or new XBox? Watch the hype fly off the chain. But if they want to talk about their flagship product, on which the company's entire future is riding? Yawn. 

Microsoft have earned every bit of this apathy, and then some, but it's still weird (and weirdly satisfying) to see it actually starting to happen. I guess we'll have to wait until Oct. 26th to learn if they have anything like a plan to start earning back the trust, goodwill, and interest of the customers that they've clearly alienated. 

Your move, Microsoft.