Pursuing new processor/OS/HW - always been done. Always will be done - everybody has to keep up with the bleeding edge. Sometimes it's a smooth transition, sometimes it's not.
Microsoft isn't responding - if the total cost of payoff when someone dies because of a defect in an automobile is lower than the cost of recalling, formal recall won't take place.
Making the jump to new processor/os has always happened, but some manufacturers--especially with their business oriented lines--will hold off on upgrading until they work out the kinks with the cheaper stuff. Just look at Apple, no Skylake laptop until a
few weeks ago, and even then it's only in their very niche Macbook. MS needs to decide if the SP/SB are designed to be serious high-end productivity machines or unreliable toys for yuppies. Also, in the past, the average user could really feel the difference
with a processor bump. These days, for most users we hit "good enough" two+ generations ago, so the need to jump to skylake right away when they were clearly not ready was minimal.
You're dead-on with the second point: Microsoft isn't really feeling the pain and doesn't want the embarrassment. The flip-side is MS only offers 3 models, Surface, SP, and SB. If my dell Inspiron is unreliable, my take away is I need to pay up for XPS or
Latitude. If both SP and SB are unreliable, my takeaway is that MS has no idea what it's doing and I leave, never to return. Also, the premium laptop market is currently dominated by Apple, how can MS stay in this space long term if they alienate what little
of the market they have left? How can they hope to steal share from Apple by offering unacceptable quality and subpar service? Going back to the car analogy, data indicates that US automakers are now largely quality competitive with their Japanese rivals,
but how many US consumers believe that? It can take a long time to recover from a reputation of unreliability and incompetence, especially in the premium/luxury space.