I just don't get why they chose windows as the brand name. There isn't a single window on that os, and windows (mobile and desktop) is not anymore seen as something desirable, or high tech, but just how things are. I know nobody that brags about using windows, everybody just finds a nice excuse why they don't bother switching to *nix. One's mobile os of choice is like a car. It defines you. Very few people like to be identified as 'windows type'. They should have called it tiles or something.