Venture Beat recently posted a Q&A with Robbie Bach about his MS Entertainment and Devices division. The focus here was a little different from other interviews - Bach talked quite a bit about Android and the iPhone. Another interesting read! Here's a quote that really got me:

"The part we have to do a better job of is make sure more of the phones that ship will be iconic phones"

This quote, and the rest of the interview, definitely makes clear that MS is more focused than ever on improving the experience for ordinary consumers - and I think the use of the term "iconic phone" is telling: This is how WM becomes something special and recognizable, rather than just a platform that enables other people's phones and other people's apps.