> It seems like an odd choice because no one talks about "Windows Dell", why should Microsoft have a name for this?
I think that's the point—they're making the market think about a point of differentiation that they weren't before, and so they want to give it a name. "If you buy your PC at [random shop], will you still be getting the Windows Signature Experience?"
I can see that reasoning, but I probably frame it as "If you buy directly from us, we're give you the Microsoft Bonus Stuff Pack which is much better than the Dell Crapware Pack".
I think that's the point—they're making the market think about a point of differentiation that they weren't before, and so they want to give it a name. "If you buy your PC at [random shop], will you still be getting the Windows Signature Experience?"