It's a slow, "smart" phase out of physical media, where at every step of the way there are small little nudges to the direction the platform holder wants which is the direction where not surprisingly the very same platform holders have more control and leverage over the consumer in the ecosystem, and thus the ability to extract more... i.e increase margins and cut away all external secondary markets and economic activity outside its control. It's not happenstance and a conflagration of coincidences... only idiots could process it that way.
You can see in that marketing slide that they will focus on the supposed benefits, even energy usage but never on what you lose - ownership of a license, control of a license, permanence, freedom. Of course, you're obviously supposed to accept the unwritten rule that in a marketing ad for a product you don't advertise against yourself.
Without Microsoft leading the way, it would go much, much slower, snail pace lower on the console space. The One S set the ball in motion, damage is lasting.