I have no idea the direction the XBox brand is going to, particulary in relation with the rest of Microsoft. To be fair, he had to clean up a lot of the problems from other periods (change the Always Online, Always Watching XBone into a regular console wasn't easy, specially with the overwhealming backlash), but all the movements with W10 are somewhat worrying.
Anyway, I'm not a fan of the XBox brand, so my opiniond is kind of moot.