Because Microsoft isn't a just competitive company. It's a combative one. There's a huge difference. Competitive companies conceive business in terms of sports. Their conceptual metaphors are business is sports and markets are playing fields .
Combative companies conceive business in less civilized terms.
Their conceptual metaphors are business is war and markets are battlefields . But the concepts are very different. In war, all is fair. Sports is full of rules. War has no rules.