As the current most valuable company in the world, Microsoft needs to make sure their investors are happy and their financial statements are strong. Having done such a good job pivoting to the cloud, Microsoft does not want to remind investors that the bulk of their revenue still comes from boring old software.
Maybe some day the top brass at Microsoft will be able to admit where they make their money, but that day is not today. By moving all of their products into ambiguous categories Microsoft can say how their “more personal computing” makes them money… but that is a made up category. Focusing on the cloud is done by referring to “Intelligent Cloud” and also “Productivity and Business Processes” and keeping the numbers general and incremental.
I work as an engineer in Milwaukee. Currently I work on a few different UWP apps primarily Ink Calendar.