And they have not yelled when they were implementing it years ago?

That sounds more like they were ok with it at the time and now they are seeing how much it actually backfired.

Alternatively, they yelled back then and were dismissed but now have some political ammo to push their case. I mean, if it was actually backfiring enough, they would not have to "fight" for it now, Windows PMs themselves would be scrambling to do it.