When Microsoft rolled out its latest anti-piracy initiative this year, it was not aimed at any particular country. Windows Genuine Advantage, a tool that identifies users of counterfeit software and pushes them to buy the real thing, was launched worldwide in several geographical blocs.

But Microsoft ran into trouble when the roll-out hit China last month. While users in other markets kept silent when hit by one of WGA’s more extreme features, a mechanism that blackens the desktop background on computers found to be using counterfeit Windows, their Chinese peers broke into a storm of anger, forcing Microsoft officials in the country into damage control mode.