I would imagine it’s bc Microsoft is the only one that’s been willing to make the biggest splashes. Sony and Nintendo seem to stick to the cheaper, more conservative purchases (I realize bungie was a bigger purchase, but honestly, they’re keeping them multiplatform so it’s not as impactful as something like Microsoft purchasing Bethesda and then making starfield Xbox exclusive).
It's mainly because after DC died and SEGA exited consoles then SEGA put some exclusives on Xbox and Xbox had no preexisting history with a fandom being new, SEGA fans latched on to Xbox. Some still do and created this narrative and delusion if MS buys SEGA then SEGA is back on consoles. Fooling themselves be like the old days again. For 20 years seen some circle of old SEGA fans wanting this marriage to happen, but since last year this is the first time I've seen it escelate to being a mainstream rumor/wish since MS has been on a buying spree. SEGA fans constantly pretend OG Xbox is Dreamcast 2. I've rolled my eyes at it for 2 decades now online.