I think MS has been surprised and confused by the success of Xbox ever since the very first one came out. It kinda stuck, and the upper management probably never really had a good idea what to do with it, as it just never really worked with them being oriented on business offerings. Remember Ballmer going wild during Xbox One reveal? Yeah. I think during this gen and previous more and more of the business people came into Xbox, and thus the meandering of the brand. They have no clue what gamers want, they’re penny pinchers and pencil pushers.