In my eyes the biggest problem MS have is their constant dishonest marketing, which simply tries to deceive their (potential and trusted) customers again and again by exaggerating or twisting facts and in the sum never delivers, which leads to disappointment again and again. People are not stupid, they realise something is fishy and this stuff always comes back biting them in the butt, be it fake "exclusives" (console launch exclusives), The Cloud, Kinect and always online is "mandatory" or DX12 and "true uncompromised 4K".
Second biggest problem is the lack of identity which they could have created by releasing new exclusive IPs, like they did last gen! A system only for multiplats is a hard sell outside the diehards, especially if there are other options which offer more interesting experiences over all...and all that at a lower price point.
Coming back to my first point and combining both points...if they could at least be considered a trust-worthy company with a clear vision, I'm sure sales would be much better and more competitive worldwide.
At the moments it's just a bit sad. Sony and Nintendo would deserve a third, worthy competitor.
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