They only make money on games. If they can sell you a digital game without all the hassle of dealing with chinese companies to produce a console, taking up space in a warehouse, sucking off a retailer to distribute it to you, they are happy to skip it.
Don't already have a way to play? They're doing this to give you a way.
MSFT limits the potential audience of a big game by making it Xbox exclusive, and they're right now chasing software sales more than console market share. In other words, you are saying they failed to do precisely what they intended to fail at. MSFT has pissed me off many times trying to leverage their IP for market share and it backfired ultimately. They've simply learned their lesson.