See, here's the thing, I think there's something to this article. Aesthetics matter, a lot.
Think of the battle between Android and iOS as the Myspace/Facebook fight all over again.
Myspace was a cluttered, chaotic, aesthetic mess, anything goes. The same is largely true of Android. It's possible to have a gorgeous Android homescreen, but for some reason people think piling more deeper and higher is better.
Facebook is sterile, neat, controlled, limited, much like iOS. But there are certain advantages to that aesthetic, as both facebook and Apple have realized.
The result of that aesthetic is something unintended--a pretty obvious split between the respective audiences for their products. Back when Myspace was a thing, there was a "white flight" from myspace to facebook.
Facebook, MySpace: A race/class divide? | Technically Incorrect - CNET News
Viewing American class divisions through Facebook and MySpace
Facebook, MySpace Divide Along Social Lines : NPR
Edit: So I'm not sure where that leaves WP7, aesthetically. It's gorgeous, obviously, but to whom does it appeal? I love text and fonts, so I've always loved the UI.