but most publishers aren't in the situation the XBox division is in, where they're a part of a much, much larger company that can afford to play the long game of losing up front revenue to drive subscriptions.
That said, I'm not sure how sustainable the current model is, considering what they're spending on new studios. I can definitely see a future where the Gamepass tiers get realigned so some of the current features of Ultimate become the base tier, and some or all of the first party exclusives get included in a new higher cost tier.