It's a good thing. Be confident in your product. Show you are the system to run across all devices. Now I almost died thinking they might have gotten an S8 to run Win 10 mobile, haha. But still MS is the only one with the ability to say "our stuff, even Cortana runs on any platform you the user choose". That's a lot stronger statement of confidence than people give MS credit for. Apple would be smart to allow the same thing. They won't but this alone shows Samsung is smarter. You wouldn't hesitate to run an Xbox on a Samsung TV right? MS stores are a place to show off a lot of technology and get help, questions answered and handle technology hands on. That is empowering the future, whether it's hardware by Lenovo, HP, Dell or MS. They all have value and for every device there is some customer out there who is looking for exactly what that device offers. All should be welcome.