It's just the kind of thing MS would think up. I'll never forget all the "best deal in gaming" astroturfing, Game Pass makes people buy more games, game all you want for only a $1, etc. As well, there was the point when Phil actually had to admit it cannibalizes games sales which, anyone with common sense, already knew. Conditioning your user base to not buy software, failing to understand that subscription services don't fit with the way many people game, using a loss leader strategy that can only exist so long as the parent company allows it and on and on. It was just so foolish. I also suspect it never occurred to Phil to look at why no one else attempted this or was open to having it on their platforms.
That aside, it will be interesting to see if they put CoD and other newly acquired ABK titles on it. So far, it's not looking good.