Microsoft is already doing it with Xbox Live and all the new features of Xbox Live that are going to make people want to stay.
1. Already the dominant online service for entertainment. Not going to say just games, because it is more than that.
2. Starting this fall Xbox Live TV arrives. Many people will start moving to Xbox Live TV as source for movies, tv, sports, music in the home family room. People will get addicted to the Natual UI with Kinect and search with Bing for content.
When the next generation starts in a couple of years people that have Xbox 360s and Xbox Live arent going to want to setup new services on new devices that no matter how powerful they are will behind in this area. So you make the decision to move away from Cable (or in my case DirectTv) and move to Xbox Live TV as primary means of content delivery. When Xbox vNext shows up no matter what the PS4 has that is where people will go.
The power of the consoles will be comparable to PS4, storage will be similiar, 3rd parties will be treated awesome, development tools will continue to be the best in the business and MS will put more money into 1st parties.