Here me out, back in the day when IBM and Microsoft were duking it out with OS/2 and Windows, and there was no clear leader at the time. IBM made the huge misstep of allowing win32 apps to run on OS/2. Developers largely abandoned the platform and focused on windows. Granted there were other factors to the demise of OS/2 and IBM's inability in many areas doomed the OS. The point however is that developers did not embrace OS/2 since their windows apps ran.