like locke's post. They want total control over the device. If the device has unprofessional people doing whatever they want with it, it damages the image of the quality of the device. Also, if people make custom firmwares and the like, there's no guarantee that microsoft will be able to provide any service to it. It completely kills the device IMHO if it was to be completely open source. And it's really quite impossible to successfully make something partially open sourced, as the parts that aren't open will get hacked.
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