They're followinng the same playbook as sony in 2006. Buy up developers and publish their games on your platform. You can't get Uncharted anywhere else, you can't get Forza anywhere else and you can't get legend of zelda anywhere else. They each belong to their respective platforms and it's a shock that for years XBOX didn't use its deep pockets to secure exclusives you can't get anywhere else.
Phil spencer really turned this ship around and has gotten back to the focus: Games. People want to play games that they can't find anywhere else and as a man who has generally only played on sony and nintendo systems, microsoft is giving me reason to reconsider buying a box.