The term originated as a popular response to Microsoft Corp.'s massively advertised slogan "Where do you want to go today ?". That paraphrases an old, famous automobile advertisement.
Alternative media with ties to opensource software also refer to Microsoft Corp. as "The Vole" or just "Vole".
Prairie voles are small rodents that can be found in the wild, that resemble small rats or hamsters.
Microsoft offers home user security bulletins. Voleware has holeware.
In short Vole has managed to corner the market and the bigger users are stuck with it.