And what about entertainment apps?
For example, 360 has last.fm, but it will only play when the app is running. Now that they use the same framework that w8 does, not only you are going to see more music streaming apps, but they will be able to play music even when the game is running.
Depending on how well apps, system and OS are integrated, you could have some very interesting case uses too, for example, you are playing GTA VI, picks a car and it's playing a music that you never heard before but now you love it. You snap the shazam app, it recognizes the music, and from the shazam app itself they add the music to your music service of choice, so you can play this music while playing other games too...
If Ms has some stuff like that coming down the road I can see it making a lot of buzz.