It never does. But Xbox customers assume that MS is somehow the global standard. That whatever Xbox does is what the rest of the world should follow. Is it American Exceptionalism speaks? Is it a belief that everyone has to follow Americans because no other country matter?
It is very telling that being an Xbox customer is very quickly, shrinking to mean also being an American. And what Americans stand for is now fusing with what Xbox stands for. While Sony is a global brand and not really even Japanese as such, because they have so many customers and employees who are spread all over the world.