Sony is trapped right now, ABK was beyond an equalizer, it nullifies anything Sony tries to do in response.
Sony announces new shooter, well MS will just spend a billion out marketing it with cod ads everywhere, they done this with Halo vs Killzone.
Sony buys T2 or whatever, well MS will just lose billions and put everything in their arsenal on Gamepass and offer discounts for years for new subs, then spend billions on marketing it and flush out any benefit Sony buying pub-abcd would accomplish.
So they have to do something regardless.