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I expect MS to try to become a Steam competitor in that case. Them already releasing all 1st party games on PC seems to be baby steps towards that. Distributing software without having to worry about selling any hardware is sort of the holy-grail profit-wise, which is how Steam struck gold. It's also what MS has been doing with Window's and office for basically ages. So I could see it happening eventually, though how successful they'll be is hard to say.