They already do it. .NET against Sun's Java.
Microsoft does not focus on conformity because conformity is a threat to their market share. People are afraid that other browsers do not render HTML correctly, etc.
None of the web browsers: IE, Firefox, Mozilla, Netscape (still out there...), Opera, etc. Render/support HTML "properly." The fact is that each browser handles html and corresponding technologies such as javascript, vbcript, cascading styles, etc a bit different and none of them are 100% true to the published standards.
A webpage/website generally appears better in one browser vs. another simply because someone used the technologies in such a way that the browsers happen to interpret them somewhat different. If all web designers were to follow the published, public standards then most webpages would looks about the same in most web browsers.
Firefox seems to come a bit closer to following the standards but so many people have tied themselves to the Microsoft wagon that it often seems that IE is the defacto standard.