That is usually how it goes. When enough people get interested in one thing, then the big companies follow suit. Just look at cryptocurrency, the big banks and economist scoffed at the very notion of a decentralized digital currency, and now their trying to play catch up and come up with their own cryptocurrencies or somehow integrate the technology with their banks. They will only do that if they see benefit coming from it. If enough people like what MS brings to the table you can bet the rest of the big players will want a piece of the cake too.