Still no Hellblade ads for me but I think I saw like 4 Xbox ads for like 2 games for Xbox in the last 10 years so I'm not surprised. I wouldn't even know how the Xbox Logo looks without seeing it in a game^^
People can say whatever they want why Xbox doesn't manage to succeed more but for me it's absolutely the bad advertising which is the biggest reason and not the quality or amount of games, Gamepass or whatever.
You can't expect to succeed without investing in advertisement for your games and I don't mean some graffiti wall somewhere in Berlin. MS just doesn't manage to hype up any game they release and without hype, people won't buy into your ecosystem for these games.