What you said there about rebranding hits the nail on the head in so many ways about Microsoft.
There are so many things being changed for the sake of change that Windows 8 will likely be the last "change" i'll tolerate before going to linux, or sigh, Apple.
It's like the people who aced Windows XP were all axed before Vista and 7 came out or something. No one sat around and wondered why it's a problem if you accidentally delete the "My pictures" folder, and are unable to recreate it. (to anyone who says bs to this, try it, I dare you).
Or using what is essentially a sight impaired version of Apple's dock, and calling it Metro. Real innovation seems to be old hat, and it seems that anything new is doesn't have to be all that useful.