"Xbox itself is far from being "fun" right now, with fun classic features like Avatars, 1 vs. 100, and Achievements set aside and back burned."
This is the key issue for my with Xbox right now; in the 360 generation they were pioneers in creating an eco-system (avatars, Xbox Live, achievements, profiles, friend lists), then each console dashboard update hid these features further and further away until most of them were gone. Why did they bother making the "new" avatars app a few years ago only to never use them in literally anything; a 'Joy Ride Turbo 2' or a '1 Vs 100 2' for example?
If the industry is moving in the direction where the hardware you play on doesn't matter and games are increasingly going multi-platform, then surely your key differentiator is your platform's eco-system - how is your gaming profile showcased - games played history, achievements, friend lists, messaging friends, the platform needs to be as fun as it was in the 360 generation because, as the article stated, games like Fortnite are becoming their own platform and have better features than the Xbox platform itself.