I think Microsoft are close to fearing the worst which is Sony running away with it and cementing a significant mind share, particularly online with plus subscriptions. When that happens, a major price cut might not bring about a rousing return for Xbox One. Microsoft losing out on sales and online revenue wouldn't go down well. They have to figure out a way to compete and overtake. Will £20 off help, Forza Horizon 2, Halo MCC ? If not, why not? They need to turn it around somehow, will it be games, slim console, major price reduction, free online gaming?