To be fair, GOG Galaxy, which has been a launcher for multiple platforms from day 1 still works really well. It just runs whichever launcher process a game needs in the background, and kills it when you exit the game. Of course it only works for launching games, not the storefronts, chat, discussions etc - but as a way of organising your games library, seeing which titles you own on multiple services, it works really well.
Sounds like MS will be doing exactly the same thing.
It makes more sense when you realize this is for the handhelds, and the Xbox app is likely what's going to control/activate the "Xbox full-screen experience" that disables unneeded desktop services and such.
I'm not against the idea...it just isn't going to work. We are already dealing with multiple launcher issues, between game stores like Steam and games that require their own launcher. There is no way adding a 3rd layer makes it better for anyone.
Now IF game studios universally moved away from their own proprietary launchers in favor of a universal launcher like this, that might be cool, but even if the launcher is fully capable of providing all the features they want (which I highly doubt), then I still doubt companies would choose it over their software...we all know companies want to run as much software as possible on our computers, and something like a launch that has an excuse the run in the background for reasons, even better.
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