Everybody has a PC in some shape or another, whether it be a regular PC, gaming PC, office PC, whatever. Computers are a part of everyday life in the industrialized world. So "Microsoft is getting money anyway" really isn't an argument. I have a pretty damned good Lenovo that should be able to run these games, should I decide to buy them on PC. But I didn't get this machine specifically for gaming, so, while Microsoft "still got my money", it's kind of a non-sequitir. They've already gotten everybody's money, on that front. By virtue of everyone having a computer, for gaming or otherwise. 

But when I can buy all the reasons to get an Xbox without getting an Xbox, yes, it is "killing the brand". If not killing it, at least diminishing it. Whether or not more people or less people start buying Xboxes, it's still killing the brand. If you could get a Big Mac at Burger King, Hardee's, Rally's, Whataburger, In-N-Out, etc., why go to McDonald's? Same concept. Yea, McDonald's would still exist and people will go there, but McDonald's would no longer standsout on its own when the things that made McDonald's great are available elsewhere. That is the very definition of killing a brand. Another example would be, if I could get every PS4 game on iOS, use the bluetooth to hook up a DS4, and just Chromecast the games to my TV, why get a PS4? 

Now, personally, I don't care. It's great for consumers. As Spencer tried to frame it: "more options". But let's call a spade, a spade, people. 

As for people saying this is Microsoft giving up in the console space, I'd say the S console and Project Scorpio are proof to the contrary. Again, this may or may not work out the way some of us, or even Microsoft themselves, expect it to, but it's too early to tell. They're leveraging something that Sony and Nintendo don't have; I'm eager to see how it works out in the long run.

I can play PSNow games on my Samsung Smart TV. Think about that. 

Don't need a Playstation. Don't even need a Sony device. Now, re-ask yourself that question.

Guys you forget that Microsoft makes also profit from people buying Windows 10. Those games require Windows 10 to play.

There isn't a reason to port a game to a plataform just for the people who already own the game be able to play the game on the PC.

The Marketing point of this conference, the Woman saying that gamers will be able to play anywhere, isn't true because even if the person have a Computer, this advantage would only work if the computer is a Laptop otherwise they would play their games just a few steps near their Consoles.

And a Console is much easier to take in a vacantion than a PC gamer.

Yea, this is essentially killing the xbox brand. What are they thinking though?

I feel like MS is moving XBox to be more PC like and have an ecosystem like Valve/Steam.

What I do hope is that, just like Valve/Steam, they will start releasing their games on PS4.

I don't think so. Steam already was a third party company even having their own sotore on the PC.

It's definitely a curious situation, but honestly perhaps it helps MS more than it might hurt Xbox. Much of the console crowd just plain isn't interested in playing on PC, so that doesn't hurt them unless you're really focused on arguing about pure exclusives on the internet. It's great news for PC gamers who don't have/want an Xbox but are interested in some of their games like myself, though UWP would be a big drawback. Regardless each customer gets both versions, so everybody wins except maybe the Xbox division.

They are thinking console gamers and PC gamers are not the same.  That console gamers are not going to purchase a PC and put it in their living room to play PC or even xbox games.  They are thinking that they can sell their games to PC gamers who would usually not purchase a console anyway or even PS gamers who also own a gaming PC.  They are thinking with tighter integration between Win10 and X1 they will also get a larger community for the Win10 Store and X1.  They are probably thinking that using customized hardware really isn't where the market is going anymore with Sony, Nintendo and themselves using PC parts.  I am thinking MS feels getting you as a customer is way more important then just getting you as a console customer.  What their gameplan going from there should be interesting.