I'm thinking that they have to step up their game now due to XBox Game Pass on PC.
That's so weird because this is a worsening of the service for the price and because I feel like this was (admittedly not an uncontroversial opinion incoming) the better option to gamepass because you could quit the subscription and still have access to the games you got from the service. But then I just have a strong inherent bias against rent-seeking and am frustrated to see it creeping into more parts of society.