To be fair, since last E3, it sounds more like they're just trying to remain revelant until their next console launches. Like you said, nothing they did took off, so they probably know they can't catch competition this generation.
Lets keep in mind that these services like GamePass and All Access are most likely not going to be exclusive to the X1. I am sure we will see them cross over there there next generation.
Also theres no such thing as catching up to the competition when it comes to making money. Its not about who sells more its all to do with how to make more money.