They're being imitative (of the Apple's stores) and it's likely to fail. And why, exactly, are you so sensitive to anyone making fun of Microsoft? Are you worried that nobody will stand up for the big guy?
I got the opposite impression, I don't see how this is such a laughable move by MS. They're going to open brick and mortar stores, most likely to combat the weaknesses you've mentioned the company has. What's the fuss?
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