Honestly felt this way about BioShock Infinite - the gameplay was alright, but it was the story that made it good, but you only get to explore it for the first time once. I have zero plans to ever pick that one up again
I get what you’re saying and I’m sure all the MBAs at Microsoft are shitting bricks, but I never fully understand why a company would be disappointed with a service like this one even doing only slightly better than breaking even.
Not everything needs to have infinite growth and gigantic margins as long as $-in > $-out.