I don't like MS's approach to growing the market through consolidation and acquisition of publishers and franchises, but that's not quite true. (Well, if you skip the "permanently" part, at least.) Final Fantasy XVI & Final Fantasy 7 Remake, Star Wars KOTOR Remake, the Marvel Spider-Man and Wolverine characters (developed internally, but still, those used to be platform-agnostic brands,) new series by 3rd Parties like Square's Forespoken and Tecmo Koei's Rise of Ronin, and big indies (which may be timed exclusives) like Stray and Kena Bridge of Spirits, plus Deathloop and Ghostwire in their time.
There's differences in approach. (And from my vantage point, most of these exclusives or timed-exclusives have been smart business decisions on the makers, as they got whatever money and marketing push from Sony but also just fit the audience interests well; same for Xbox titles like The Ascent and Tunic and PSO2 and the Forza Horizon Hot Wheels deals which were right for Xbox gamers and maybe the brands as a whole.) However, it's not the same entertainment market as it was in the past, and new times call for new approaches. I begrudgingly have to admit that MS's acquisition may be the more important business approach in view of Disney and other corporations consolidating brands. MS is planning for what's beyond these single boxes housing all their products.