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Seems simple enough. This matches what i thought already, they want to push the MEDIA side of the XB1. There will be plenty of rewards for using that part of their service.

Also, they don't need to have really cool things for the high end achievers/users. Those people are obviously hooked into the ecosystem already.

This whole thing is to get you to have your games/music/movies through the xbox system. They want to take people off of the Apple/ios ball and chain and put them onto their own.