• Aggressive ads everywhere in the OS
• Full screen promotions of sales
• The only relevant Xbox OS changes that customers receive these days exist to increase per-customer spending, e.g. Wishlist enhancements, Game cards you need to turn off to directly start your game (or else you'll see a glimpse of mtx), etc.
• All dev resources used to bring Xbox PC forward, Xbox consoles basically feel like being in maintenance mode
• Two console price raises in one year
• Price hikes on Xbox accessories
• Expensive ROG Xbox Ally hardware
• Failed attempt at $80 The Outer Worlds 2
• $80 on future Xbox titles probably still stands
• Brutal and in its scale massive layoffs
• Multiple (6+) game cancellations and partial studio shutdowns
• Insane Game Pass Ultimate 50%(!) price hike among other Game Pass changes
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Xbox has been a business for 24 years. Recently, they don't even try to hide that anymore. It's completely obvious everything Xbox does today is aimed at generating maximum profit, getting the most money out of your most loyal costumers, raise per-costumer spending, and only go forward with projects that don't bring too much risk. Every company tries to create the best revenue results possible, but at Xbox, this process has become so aggressive that the overall Xbox gaming experience for costumers is getting worse and worse.
Throughout its history, Xbox has gone through many weird decision phases. The only thing that feels different: this time, all these decisions are made intentional.
Xbox consoles are now getting a fullscreen Xbox Game Pass Ultimate ad at boot, just a day after a 50% price hike was announced