Why didn't OS2 survive as an operating system?

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With Microsoft pushing yet another upgrade, I'm reflecting on the early success of IBM's competing Operating System OS/2. Back before windows 95, OS/2 was an excellent alternative to the dos/windows environment. It was easy to use and extremely stable. Bank machines, hospitals, and airports all used os/2 because it was virtually crash proof. And OS/2 systems didn't require defragging, which windows still requires a decade later. I think IBM did a terrible job of marketing, including a disasterous ad campaign that never showed a computer screen! They had the operating system market on a silver platter and they lost it.