Impossible to love?
It's customers use the product and their emotional attitude towards the company is in the range from being disappointed with its many failings to not having any emotional involvement at all. I wonder if MSFT ever gets letters from customers praising their experience.
It's peers either loathe or fear them or both. It is hard to find anyone who shows much love for MSFT although one would think that as an undisputed industry leader and a "winner" people would give it at least some grudging respect.
Nobody writes to Exxon either to tell them how they love their gas either (or at least I think they don't) but at least industry peers surely give credit to them for being the leader and for their excellence.