So XBOX, which is preinstalled effectively with EVERY Windows machine isn't an active or rich ecosystem? Not sure I buy that.
Sure people like to buy their own games, which GPU gives you a significant discount on. Personally I buy a lot of software and GPU is a no-brainer, you get instant access to a ton of games that you might not have looked at before but because the cost of entry is so low that you try them (and often buy them).
Regardless, it will come with time, I remember when steam launched and everyone was "fuck steam, I want to own my software, in my hands".. oh how times have changed.