Nothing wrong with the store.

Before you crying fail, you have to know what they are trying to do. The goal might not to be the new apple, but to delay movment from windows desktop/servers to other platforms. You do't know for sure what microsoft think is an exceptable level for there overall sales. A phone could defenatly help micrsoft and other Windows vendors, just like Surfuce does, becouse windows can at any give time give the otsource the production to back up vendors, just like google did.

Now, I'm not a micrsoft fan but market defenatly need more ecosystems to make sure android and iOS don't stop to innovate. Mor is better for the endusers, at least 3-5 ecosystems should be helthy.