Reports from a Samsung event today indicate that the company is implementing its own version of the Windows 7 Start menu, which it calls the S Launcher.

The all-in-one PCs Samsung unveiled this morning are the first Windows machines to sport the S Launcher, a simple widget that acts just like the old start button: Click, start typing (say “keyboard”) and it instantly shows you the settings and apps that relate to your term. There’s also a separate settings icon for quick access to the most commonly needed controls.

On the face of it that sounds like a good move. The general reaction to the removal of the Start button in Windows 8 has been mixed at best. Why not put something like it back?

It is hard for Microsoft to object to this. The official line is the Microsoft’s partners add value to Windows with customization and software unique to each vendor, enabling them to differentiate. There is also the matter of fees paid by third-parties such as browser or security software vendors, to pre-install their stuff and win lucrative traffic or subscriptions.

This is a big one though. Microsoft must care about its new Start menu, to have resisted all pleas from its customers to reinstate the old-style version as an option.

It is also obvious that this is not just about usability. The Start screen is the gateway to the new Windows: Modern UI, Windows Store, tie-in with Windows Phone, Windows Tablets and Xbox, and more.

Here it gets interesting. Although Microsoft and Samsung are both selling Windows, the objectives of the two companies are not altogether aligned. Samsung is a big Android vendor; and even within the Android world, it is promoting Galaxy as a brand and links to its televisions. Samsung also sells Windows Phone, but you would hardly know it.

You can think of it as two separate ecosystems, one based around Windows and Microsoft, the other based around Samsung, which happen to intersect in the area of desktop operating systems.

Samsung then does not care whether the Modern UI, Windows Store and Windows Phone are hits. In fact, when it comes to Windows Store and Windows Phone, it may prefer that they fail.

It is not even that simple. If the Microsoft and Windows ecosystem continues to decline, who can take on Apple? It is in Samsung’s interests as an OEM Windows vendor for Microsoft to succeed, as the same time as other parts of its business would prefer that it fails. Complex.

If nothing else, the S-launcher show how little Microsoft and its hardware partners are aligned when it comes to Windows marketing strategy.

What about the users though? Will they not benefit from having a more familiar way to launch their applications? Personally I doubt it. The problem I have with utilities like this is that they break the design work Microsoft puts into Windows, introducing inconsistency and often working less well than what is baked into the operating system.

I will add too that the Windows 8 Start screen is actually not the monster it is made out to be. It is richer than the old one, with its Live Tiles and large icons, and once you have learned how to organise it in the way you want, it is an effective launch manager. The fast incremental search in the Start screen works brilliantly.

It would benefit Samsung’s users more if the company focused on helping them learn how to get the best from Windows 8 and its new user interface, rather than encouraging them to avoid some of its key features.

Now you know why Microsoft is doing Surface and the Microsoft Store with its Signature PCs, tweaked (or untweaked) to run as designed.