At around this same time, the end of the 1980s and the beginning of the 1990s, Microsoft's Windows operating environment started to become popular, and Microsoft's competitor Digital Research started to recover a share of the DOS press and DOS market with DR-DOS. IBM planned to replace DOS with the vastly superior OS/2 (originally an IBM/Microsoft joint venture, and unlike the PS/2 hardware, highly backward compatible), but Microsoft preferred to push the industry in the direction of its own product, Windows. With IBM suffering its greatest ever public humiliation in the wake of the PS/2 disaster, massive financial losses, and a marked lack of company unity or direction, Microsoft's combination of a soft marketing voice and a big financial stick was effective: Windows became the de facto standard.