Why going back to ODBC?

Yes, that is my question. For the last few years Microsoft was pushing for OLE DB connectivity. Now, microsoft is going to phase out support for OLE DB. The main reason that have been given is portability. Well, why moved from ODBC in the first place. It is also mentioned on the article that the last OLE DB supported database is the next release of SQL Server (Denali). Microsoft have given a timeline when everybody should port thier application to ODBC 7 years. I am not sure why this move is a must. If it does work, why break and create hasle for the microsoft community who have adopted OLE DB?