For example tv streaming, where if your favorite movies/tv series maybe spread over dozen services and you need to pay subscription to all of them. Or it could happen that copyrights get bought by different providers and thus migrate from service to service. I will not be surprised if piracy will have a comeback for movies or tv-series.
So with gaming it will either be the same (too many providers to choose from), or reverse - if you'd like to play AAA title, you will be locked in with Microsoft.