The issue is the revenue cut MS wants for sales through their app store and companies losing near total control over the distribution of their software.
Yes, getting their software into the MS store would be easy. Revenue and control aren't things they'd want to give up. Even if they simply raised their prices, at some point they'd say, "Hey, we can distribute this on Linux instead and keep the 5/10/30% cut MS is taking." (See Fortnite as an early example)
Even if they gave up no revenue, what company would say "Sure!" to MS saying, "Would you mind giving us tons of control over your software distribution?" I don't see what the companies would have to gain on that.
Yes, getting their software into the MS store would be easy. Revenue and control aren't things they'd want to give up. Even if they simply raised their prices, at some point they'd say, "Hey, we can distribute this on Linux instead and keep the 5/10/30% cut MS is taking." (See Fortnite as an early example)
Even if they gave up no revenue, what company would say "Sure!" to MS saying, "Would you mind giving us tons of control over your software distribution?" I don't see what the companies would have to gain on that.