I'm curious how they will offer and accumulate an identity with Xbox as a service as grand and as unique of an identity that Xbox as a product with the Xbox 360 enjoyed (and PlayStation enjoys with their consoles).
So when they had a single device, a product, the Xbox 360 was the Xbox product, it was tangible product that could offer and build a unique identity that I don't think can be replicated with a service. It all stems from exclusivity which the product offered, but the service can't replicate to the same full effect.
For example the Xbox as a product with the Xbox 360 had games like Halo 3 and Gears of War and Forza which added to the identity. It was home to Call of Duty, it was the best place to play Call of Duty, it had Bioshock and other games, it offered unique features, Netflix party mode, 1vs100...etc that you could only find on that product. At E3 they could come out and say "look at all this cool shit, we got all this new cool shit, and the only place to play it, the only place to experience it is on Xbox 360." And if you loved those unique features and exclusives then by nature you started loving the product, the console, those exclusives added to it's identity.
Now the Xbox as a service moves away from that singular device, it takes the product out. The experiences aren't exclusive to a product any longer, you don't need a single device to experience those unique features. At E3 they can't say "We got all this new cool shit, look at all this stuff, you can only experience them on this one product", because now you get to experience that stuff everywhere (everywhere with Windows 10 at least). Now you can still enjoy Gears and Halo and other new exclusive Xbox IP and all new cool features that they come up with you can experience it on any device, this builds to the identity of the service. So like Netflix, if they provide a good experience and exclusive and unique features, they can build the service to be really good, to have it's own identity and stand out from the rest.
The question ultimately is how do they achieve that same level of uniqueness and identity, identity that grows as they add more exclusive features and experiences to it, and in the end can one feel the same towards that service as they did towards a tangible product? How do they keep that same essence and vibe during the E3 conference, the one where "if you want this cool experience that we just showed you, you're going to need to buy and Xbox 360, you cannot find it anywhere else except this product"?