This absolutely is a PR led campaign. Microsoft absolutely want their services on Playstation consoles going forward. They absolutely want to be in control of a single platform service. They want to sell Sony's 100+ million players as their own. Bethesda too, want to sell things like the vast Eso community on PS4 to one a tenth of the size on Xbox.
The whole campaign has been PR led from the start, and jumped upon by Xbox fans who are using it mainly as an attack on Sony, because I don't know any of the Xbox guys in my gaming circles who want to really play with Sony fans. They are using this whole issue to further the none stop console warring.
I don't want my game time to be an extension of what is happening constantly on Facebook, Twitter and gaming forums. Gaming is my break from that rubbish. If I meet somebody Who I like, I want to add them as friends, to play every game with, not think nm, they are not on PS4. I would rather give up gaming, then play in toxic console warring environments.
What does need to change this gen is Sony need to stop blocking cross progression, and simply block off exclusive content from carrying out of Sony ecosystem, such as exclusive skins. Then Sony, Nintendo, Microsoft need to sit down together and make a discord style system that unifies all systems from next gen onwards. A full unified platform is definitely the future, but the gaming community needs to leave behind the toxicity and overblown rivalry based on pieces of plastic for it to be a good thing.