That's because MS handles marketing in a fashion akin to a cult.Sure, but I wonder how much it 's real, in the case of XBox, because it seems to works opposite to its natural growth: the more XBox become commercially irrilevant the more its fanbase become pervasive and unhinged. You wouldn't expect your neibourhood team to have the Birmingham 's Hooligans, I suppose, but...
Multi-level marketing - Wikipedia
en.wikipedia.org
Read that description and you'll find a pretty accurate description of the Xbox gaming "community", minus the material supply-chain aspect, of course, although you could argue that the value traded in the case of social media is notoriety and influence.
They are not the only company doing so, of course, but if there is one thing MS excels at, is propaganda.