They already built new first party studios. They just haven't developed a game yet.
Firebird studios
http://www.gameguru.in/microsoft-xbox-360/2010/06/firebird-studios-dedicated-graphics-department-for-xbox-360/
Spawnpoint Studios
http://www.joystiq.com/2010/02/12/microsofts-spawnpoint-studios-working-on-natal-launch-title/
343 Industries
http://www.gamespot.com/news/6270930.html
and in 2009 they bought BigPark
http://www.theinquirer.net/inquirer/news/1137248/microsoft-buys-bigpark
This with Turn10, Lionhead and Rare is not that bad. And MS is also a publisher for different independent studios like Remedy, Crytek and Epic.
Imagine not having GamePass on your console...







