I think if the message "X1 is more expensive and can't handle 1080p for COD while Ps4 can" is widespread (which I think has allready happened) that's a pretty big issue for MS. Even the average joe has bought a TV not long ago and learned that 1080p is the way to go (as long as 4k being as expensive as it is). Ofc they wan the console to take advantage of that TV. And when best also is cheapest...
MS is fighting an uphill marketing battle atm.
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