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They seem to be gradually bringing their gaming offering closer to Windows as well (game streaming, shared subscription, etc) and I'd guess at some tie in with MS365 accounts at some point (extra storage maybe).
I suspect they may be less worried about sharing with Sony than the impact of Google Stadium or whatever it's called taking off. If they can keep that relatively unpopular by offering a subscription service themselves then there's another benefit for MS.
aggi
So.... They're not a charity, if it's not money, it must be something else...