It has been an incredibly lucrative strategy. We all herald some CEO's prowess in growing revenue when they've been doing the same playbook for decades now, and have been running on the inertia of Windows dominance on the desktop. Every new entrant is pushed out through countless incredibly lazy IT departments that just adopt whatever Microsoft shits out.
It's actually surprising that the one and only area where this really failed was as they tried to lever tying to the mobile market. A couple of missteps along the way are the only reason every office drone isn't rocking their Lumia ExchangeLive! CoDevice.
Find a software market currently addressed by high price products; create a reasonably good product for that market; sell it for significantly less than the incumbent. Sell much higher volume of said product than the incumbent, thereby make much more profit. Repeat/rinse.
The Windows lock-in, embrace extend etc came after this. You can't lock in customers if they didn't already willingly buy your product.
I remember this one. In the 90s MS reps would come to our company and sing about how their Visual Basic was superior to Delphi. When pointed to countless features that proved the opposite all they were able to say is that the MS has bigger dick.
Their recommendation was to have 2 developers instead of one we had. One would code GUI / front end in Visual Basic and the other write DLLs that would do all the meat.
They've successfully indoctrinated whole generations to use Windows/Office. Here in Brazil using a computer was (probably still is) synonymous to using Windows/Office. Everyone had their pirated version of Windows and many don't even know that alternatives exist. When those people open companies they'll use what they know.
Software companies have to build for the most popular OSes and most can't justify anything else. Which then means most software only works on Windows and people can't leave it even if there are better alternatives (see Adobe). Finally, any non-closed computer comes with Windows so the cycle continues forever.
Passing around vba based xlsm is really awful, so if google sheets has lambdas they can probably get a lead with google sheets queey language over filter.
Groupby and pivotby are the new excel alternative, but if they filled out lambdas, then does that keave VBA and power query as the only reasons for Excel?