It's not so much about console wars but more about rewarding the console owner for picking up the system over a bunch of other potentially better options. As an example I think at some point they're going to have to address the problem of console folks paying for Xbox Live Gold to use multiplayer compared to PC who won't have to. Maybe with some sort of advanced tier system of Silver, Gold, and Platinum or something along those lines.
Personally the crossbuy stuff is a good feature but it's not something I'll be using anytime soon since my PC's not really built for gaming and I don't own a surface tablet. Crossplay on the other hand is a more significant feature and seems to be handled in a way that makes sense with their online titles (Gigantic, Fable Legends, Sea of Thieves, etc) and hopefully not in a way that puts one platform in an advantage over another.
I get that they're going for a broader service based model and it has a lot of attractive features for people who like convenience because I'm also one of them. However I think MS still needs to maintain a middle ground between putting all of their exclusives on PC/Windows 10 and having platform exclusives to show that they're supporting the platform as not just an attractive gateway to their eco system but also to show that the system has it's own set of advantages too.