I believe the official attitude of Microsoft was to repackage Vista with a slightly updated UI, and some other tweaks to the system, and watch as people realized how great 7 was. The original release of Vista was bad, and deserved the rap that it got. After that, though, I'm not so sure. In other words, Windows 7 is Windows Vista, repackaged and slightly updated to feel somewhat new.
I don't think that Lion is going to be something amazing and revolutionary; frankly, I'm not sure if that is even possible in the desktop market anymore. People are so entrenched in their thought process that even relatively small changes to how we interact with a computer and its OS can be shocking and disliked to veteran users. For example, Lion is doing something very cool with spaces: instead of continuing to copy and repackage a feature that many Linux distributions have had since the start, Apple is using their expertise of gestures to make them usable and approachable for normal users; however, that isn't without backlash from aficionados that have grown accustomed to the current implementation. In my own experience, I love the way Spaces are in Lion. As a blogger, it's great to swipe between a word processor, image editor, and full screen Safari windows.
I'm not sure how Lion will be when it is finally shipped, but I fully believe that it will be a great upgrade. It will be hard for some, since this is the first update since Leopard that actually tweaked anything in the UI or UX departments (that's half a decade or so to grow accustomed to a certain experience). But, in the end, I look forward to it.