If I'm being honest (I had both the PS3 and 360 and, apart from Sony exclusives, the 360 was by far the better console) I thing Microsoft lost at the time the put too much focus on that fucking Kinect. Yes, Sony did have their own motion control and camera but it wasn't as bad as what Microsoft was as doing with Kinect. Microsoft basically lost the plot and, if I'm being honest, still haven't recovered. In fact, every single decision they've made since then has been in reaction to Sony wiping the floor with them.
The 2013 tv tv tv bullshit certainly didn't help, but they were lost well before that. I purchased the One on launch as I thought Microsoft could turn it around, and I loved titanfall but I soon clicked back to Sony where I have remained since. Sony showed you can have a product that complements the main console (PSVR) without compromising it. I don't care about game pass. That's no system seller to me. Fancy pushing game rentals as a major selling point for your console and not exclusive game! God I used to love Microsoft consoles...