If you want to set up an iPad, you _have_ to have an Apple account. Apple TV? Apple everything if they had their way, all backed by the Apple store with "paid for". Also Apple has way more of the IOT than MS does. They are just catching up.
Ditto Android. Whist it's possible to set up an Android device (phone, tablet etc), without submitting a Google account, it's not possible to use the play store without one. So Google account. Google search, google TV, Google Apps, Google services.......
Google is a bigger threat to the "only runs android", Android has 85% of the mobile market world wide.
I like what MS is trying to do. OK I won't do the gaming but I might buy an xBox if I can use it as a core media streaming device which streams to all my windows devices, including tablets. Something which is there in the Google and Apple world.
I liked the HoloLens. If I could get rid of a TV and a host of other stuff round the house for the price of a couple of pairs of glasses like that (or better), I'd be very happy to do that. Especially for me who travels and, effectively, lives in more than one place on a regular basis. It would be nice to sit down in the Hotel, put on the HoloLens and watch a movie of mine, perhaps even streamed from home, on an 80" screen with virtual 7.1 on a set of decent headphones.
There is a lot of potential here. Sadly I won't live to see the most interesting stuff where they feed the Augmented reality direct into the optical nerve or even into the brain. That's for 50-100 years from now and I'm just not going to last that long....
Windows 10 should be interesting and it's a free upgrade. Given the people I've seen playing with Siri, cortana should be heavily used and if it's as capable as they want it to be, then it will soon become a firm favourite. After all who wouldn't have a PA if they could afford it?
If I look into the possibilities for Cortana in the workplace, it's a godsend for someone like me. Never miss another meeting, never miss another report, always know what the tasks are, taken direct from the minutes of the last meeting; all without having to transfer my minutes to my own actions list. There is a whole host of stuff in there which will be extremely useful to me and to the upcoming generations who will see all of this as just part of life. Personal shopper? Cortana will know what you like, how often you buy it, the last time you treated yourself.... Etc....
Granted I'm looking a decade or so down the road here, but the framework is there and it will only grow. Both in speed, power and ability. You won't even need your phone in your hand, your wrist band or watch will tell you the messages Cortana has for you.
Personally I'm not happy with the whole location thing but there are times when a location based reminder might be useful in saving on wasted journeys.
The xBox I can take or leave, the integrated cross platform stuff I'm not overly bothered about but the consistent interface cross phone and PC, works for me.
I see a lot of possibilities. Things are going to change and it's going to be another time of wonder when they start doing things which we had never even thought of. The most interesting statement for me was the one about the physical world having boundaries and there being no boundaries in software. Not quite true, but I like the sentiment. Also I read a review of the HoloLens and something which was not said was that you could interact with your image of your home. The instance stated was the one where you could take a hammer from minecraft and smash up the coffee table in your living room. It would then remove it from your view even when you are moving your head around. Which is quite clever but might wind up with you barking your shins if you are not careful...
There are some odd things too which the youngsters might grow up with. Like having a home with very little furniture in it and nothing on the walls, without the glasses, but a home full of life and colour with them on. Like sending virtual flowers which appear in a vase in the house on the "virtual" sideboard. Virtual smells might be an issue though...
I'm just throwing out ideas here, but it's a very interesting future we're looking towards.