In addition to a series of prime-time ads (maybe you've seen 'em), the company has been using certain HTML 5 apps to show devs what they can do using IE 10's deep multitouch support.
But now that Microsoft is releasing operating systems that do not support IE 6 and 7, and most certainly do not support those off standard things which the apps are using, this is stopping users from migrating their OS up the series as Microsoft would like them to.
And, sadly, because Italy no longer has control of its currency it cannot print money (ie, do quantitative easing) in order to stop the money supply falling.