This seems to be the strategy MS used in the Xbox release... release a product, market the product, market the marketing, absorb huge losses until it's making money, and ignore the sunk costs, and claim victory.
All in all, the MS store is like the 'Surface' It's a 'reference platform' for MS to shove in front of it's partners, and say "This is how we want our stuff marketed... if you can't do this, we'll take over your spot in the MS food chain." Problem is... MS working the ends (delivery to consumer/ OS and requirements engineering), and ignoring the middle (UX engineering [apple would hate that term], HW/SW integration, end to end experience, HW/SW support, online store, integration of retail to user experience (my appleID and my storeID are the same), etc etc.
MS is selling product by maximizing expertise in experience.
MS selling Dell or Samsung hardware no better than BestBuy. Once you get to a problem, MS doesn't own it. Dell, HP, Nvidia, Sony own the problem.
Hence, the MS store is a walk in experience marketing campaign. The problem is, MS only controls about 20% of the experience.
Apple is selling experience, by maximizing expertise in the product. Any problem with your Mac or iPhone, is pretty much Apple's (or yours) to solve, because they are the ones who specced every piece and shipped it to you.
MS' key mistake, is that they think people want a product. No. People want experience, preferably one that is enjoyable, and 'gets the job done'. The concept of "Windows Ready" or "Intel Inside" have been replaced with a single silver Apple logo, like a Mercedes or BMW logo... MS thinks people wants Windows (Windows EVERYWHERE), no people want a device that solves a problem for them... it's the difference between a hammer, a nail and some wood, and a finished picture frame.
the MS store is antithetical to how MS's DNA runs... They supply SW to others and others do stuff with it (OEM's, corporations) The store is to sell solutions. but as I said, in MS's business model, they don't own the solution, therefore in the end, they can't sell solutions... they sell product. And like BestBuy, they will fail.