Dave,
The .Net strategy is twofold.
Let's deal with the obvious....
.Net is a direct competitor to Java and J2EE. It is a set of class libraries (of whis ASP.NET is one.....and that's it....) designed in a completely modular object oriented way. It also has a large performance advantage over Java.
I think the question relates more to Web Services. This is a technology designed to disseminate data over the Web using HTTP, SOAP and XML. The attempt by Microsoft is to make this easy and they have been very successful at doing so.
Secondly, .Net is a BUSINESS strategy by Microsoft. It is a attempt to put the Internet and data sharing at the core of their business. Hence the emphasis on .Net as a technology and the new server products being designed to fit the technology.
Thirdly, ASP.Net is a massive advance on ASP. Code-behind, OO, User Controls etc....yummy!
Craig