Windows 10 store isn't that great, I doubt Xbox sales got any worst than what they were.
Personally, I think Microsoft is way better off targeting the PC market on Windows 10 store by implementing the Game Pass cause PC gamers love cheap games. Which they are doing this year, likely xCloud as well, and hopefully that means the revamped awesome Win10 store comes along with it.
As for mobile. I imagine xCloud on mobile is to sell Game Pass, I'm just not sure how that works with their partners, and whether they want people to be able to buy a Xbox copy of their game, and stream it to mobile, certainly they'd have issues if xCloud was on PC.
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