I disagree in the point "that's just how it is" because Sony managed to overturn the same negativity in the PS3 era.
The mythical PS3 "turnaround" is so vastly overblown. It basically never even happened. From Day 1, even at USD$599, the PS3 outsold the 360. Day 1. It wasn't the slim, it wasn't the new logo, it wasn't the exclusives, it was simply brand name. MS got people hooked before the PS3 released, especially in America, and that is the only reason why the PS3 didn't overtake it in a few years - the USA stronghold. People loved online play and unified friends lists etc, and Sony barely offered any of that.
There is no "turning around" this generation. The XB1 wouldn't overtake the PS4 even if sony stopped producing PS4s today. This generation is "lost" in terms of sales and mindshare/marketshare. What MS need to do, as a few others have said, is gear up for next gen and come out firing. They
need to release before the next playstation, need full BC (which is all but guaranteed), need to moneyhat some big 3rd party exclusive marketing and exclusives, and need to be the same price or cheaper than the PS5. That's the absolute bare minimum they need before they can hope to match the PS5 purely because of brand name and loyalty.
It's not billions though, it was 1.2 billion in profit last year, and that's including the PlayStation stuff, and given it's way bigger than Xbox, you're going to seriously dent that if you made stuff exclusive, and no, they can't make the sports games exclusive.
So is MS making an extra billion dollars a big deal? No, it's not. They already make colossally more than Sony and Nintendo, and it doesn't seem to make any difference within the gaming division.
Can people please stop this "all sports games need to be on playstation" rubbish? It's simply not true. "not on playstation" != exclusive. MS could release them on PC, Xbox, Switch, Mobile, 3DS, PS4, but just not PS5. FIFA/NFL/etc don't care as long as the money keeps coming in, which it would.
MS making an extra billion dollars in profit in a division that doesn't generally even turn a billion dollars profit would be massive for the division. Yes they make far more money than the others, but to scoff at an extra
billion dollars profit is ridiculous. MS want a bigger slice of the gaming pie, that much is absolutely known with Nadella himself outright saying as much, and buying EA would be a massive piece of that pie.