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They're obviously talking about the sheer number of users. Windows has something like 10x as many, which most people know. From Wikipedia:
So Linux only wins if 100% of their users use it and only 10% of Windows use it, which won't happen. Of a company has limited resources, they're obviously going to focus their efforts on where they can attract the most number of users (and most money). In this/most cases, that's Windows.
A higher return on devs' effort (meaning more users reached and more profit) and thus the effort and focus of said devs, which is the chief complaint of the OP and relpies. Apologies, thought it was obvious in the context.