Xbox Game Pass Ultimate has long been touted as the "best deal in gaming," — no longer (that's now
PC Game Pass, potentially, but I digress).
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It's really tempted of me to just call it greed (especially given the $100+ billion annual profits Microsoft enjoys), but the fact the other tiers didn't get price increases suggests to me something else. I expect that the reality here is that this was a structural change to adapt the service to maturing user behaviour.
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In conclusion, I think Microsoft saw...