I can't find the original article anymore, but you can find references to it on Joel Spolsky's blog:
- https://www.joelonsoftware.com/2000/05/24/strategy-letter-ii...
- https://www.joelonsoftware.com/2004/06/13/how-microsoft-lost...
Referenced posts probably live somewhere on https://devblogs.microsoft.com/oldnewthing/ today, but the quoted snippets should tell you that it's not that easy at all, and that Microsoft is investing heavily in maintaining it.