Yeah, but they still understood the consumers- better, perhaps, than the consumers did. MS is arguably misunderstanding them, in this case.
Conversely, nobody whines about Microsoft not releasing new versions of Halo, (or games in general with the number "3" in their title).
I have a steam library worth several grand, but I only paid a few hundred for it. Is anyone really convinced you will see Steam style sales on Xbox 1?