In a couple of years, when win8 is the dominant desktop platform, wp8.xx is going to feel very natural to most users. This is when we will see market share increase dramatically.
Devs will start making win8 apps and Blue will make it easy to scale down to wp8, which will erase the "app gap.". Microsoft is in this for the long haul. Android showed how quickly a platform can take over, and once Microsoft fully developes the mobile to desktop integration that win8 provides, people will be at a disadvantage if they don't have a wp8 device.
Google sees this, and that is why they made their fancy new chromebook. They need a desktop presence to keep up with Microsoft's grand scheme.