But for someone who doesn't care about Xbox games, an Apple TV is only $99. I think if Microsoft did something similar to Apple TV (sans gaming), it would be attractive to people who don't care about Xbox games.
For example, I'd consider anything but a game console, since console games don't interest me. The price of Apple TV, Roku, Google Chromecast would appeal to someone like me. If Microsoft had something in that type of price range ($100 or less), a lot of people who don't care about games would consider it.