They've adopted a different flavour of devilishness. See VSCode versus Visual Studio, or their approach to AI.

Bill Gates would've bought OpenAI. Satya shares their mission of developing AI for the good of humanity. He charitably donated billions of dollars in Azure credits in exchange for nothing besides a voice at the table and a license to help enable other organisations use AI through MS services.

In a way it's a PR difference, but I feel that understates the change.

It also has a lot more competition in the Evil Big Tech Co space than it used to.