Or maybe they do realize this and are willing to sacrifice the IP at the altar of Moloch.
If they're under the same roof, my optimistic hope is that they'll try to focus on how to differentiate the IPs. But realistically we'll probably just end up with even more micro transactions
At least with the Netflix model they fund every director available, including independent and C-list directors, and release everything quickly, using quantity to mask quality issues. Bigco Gaming is addicted to the 5yrs+ in-development blockbuster model and it's not producing many hits and the public notices that sort of thing.
Halo Infinite from 343/Halo Studios stands out in particular. They thought that game was ready to ship in late 2020 and showed it off on their summer showcase, where it triggered such an intense backlash they delayed the game for a year and it still came out with minimal content.
Halo and Rare going under Activision could be a good thing. But if you want to be cynical, they are moving all of these studios out of "Microsoft Gaming Studios" and into Activision, Bethesda, King, etc. to make it easier to sell each of those individually or spin off the whole thing altogether.