This is key...
The change to the perpetually licensed, retail copies of Office 2013 is another stick, the experts said. "Through licensing, Microsoft is pushing technology in the direction they want to go," said Ullman. "And they're definitely pushing customers to Office 365."
MS does not want to sell software anymore, only services. I do not think it is a wise move, but it is the filter which you need to run everything you see them do through. Then things make sense...sorta.