Their messaging, IMO, has been all over the place.
They should fully embrace "bring your own device" as a strategy and be available anywhere, even on PlayStation. That would be truly disruptive and could force Sony to do the same and even if not, that'd be OKAY because their content would be on their own box, on their PC, on Steam, on PlayStation, etc. The problem with Microsoft has been that, they have been trying to win the game by playing by someone else's rules. They can afford to do what I am saying... they've got the money.
Initially, I thought that was where they **might** have been headed, but it became clear as time went on that wasn't exactly it. Some form of that is still in play, but it looks to me like they do want to have as much control, as they can, over the platforms their content is on.