What about Kinect? Microsoft is big and there are a lot of people who like Microsoft or at least some products of it despite you like that or not. E.g. I have not seen Windows programming company without Microsoft evangelist yet. There are even more people who are indifferent to technology (similarly to human rights, wars, environment issues, religion and etc.).

Therefore Microsoft making social is not futile while I'm not sure if they really need that.

Maybe, but it could still provide useful competition in a market which desperately needs some. (No, two players are not enough.)

And they're again last to the party... they desperately need a Bill Gates again, or at least someone with vision.

It's interesting to hear that. I believe it was Bill Gates' advice that led Ballmer and co. to negotiate a buyout of Skype and comments were made in the same vein then as well.