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Rhys Elliott指出，在吞并动视暴雪和B社后，Xbox旗下拥有游戏界最顶尖的IP资源。然而由于游戏业务的利润率普遍低于微软旗下Azure云计算或Windows业务，Xbox在微软内部一直背负巨大投资回报率(ROI)压力。
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