Microsoft Is Becoming the Ultimate Troll. Why It’s Actually a Brilliant PR Move – Inc.

Microsoft Is Becoming the Ultimate Troll. Why It’s Actually a Brilliant PR Move – Inc.

There are a lot of words you can use to describe Microsoft. You could say, for example, that it is one of the most dominant tech companies of the last 40 years. That’s true both in terms of its market value, as well as the prevalence of its software with consumers and business customers. 

You could also say that it is, in many ways, one of the most respected and trusted tech companies. The company consistently ranks near the top of lists of which tech companies people trust

Now you can add another word: Troll. 

That’s not usually a phrase you could use with any degree of affection. A troll, at least as we think of the online version, is someone who sticks their nose into something purely for the purpose of agitating someone else to get a reaction. That’s exactly what Microsoft has been doing lately.

In this case, however, it turns out it might just be a brilliant PR move. Microsoft, despite being one of the four most valuable companies on the planet, and having had its own history of legal battles with antitrust regulators, has largely avoided the scrutiny facing its peers this time around. And the company is happy to make that point at just about every opportunity it gets.

Take the company’s President and Chief Legal Counsel, Brad Smith, who last week suggested that the U.S. should adopt a similar media code to
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