Right now it's Microsoft. They're basically just doing whatever gamers ask for. Sony is on top and doesn't give a fuck (PS Now instead of BC and... guess what... they don't care. Suck it) and Nintendo never does what you want... they do what they think you want.
Microsoft was in that camp until Sony almost buried them at the start of this gen but since then, they've become the best consumer-friendly company by far imo. Will that change again if they get back on top? Yup. Then it will be Sony's turn to be good to us like they were during the PS3 days.
Why these guys don't figure out that being good to us WHILE being on top could KEEP them on top? I have no idea.