Microsoft has to show people that they are serious about improving gaming. As it stands now, many people, including myself, see Microsoft as an entity that is just using the gaming market as a way to increase profits and interest in other services and programs.
Personally, I don't trust their motivations at all. As a PC user, I think W10 is anti-consumer and I despise their UWP format. I will never, ever forget GFWL, either, which was utter and complete trash.
In order to counter perception, Microsoft has to invest. They need to start from the ground up and build studios or purchase studios that are up-and-coming. They need a schedule of new and interesting games that show their commitment and they need to avoid things that look predatory. There is just this image of them taking all the shortcuts they can, like buying Gears or building a Halo factory. It might be unfair but that's still the impression they leave.
