On the other hand, they need to protect themselves from threats to their cash cow. Hardware and operating systems play a part in that, which is why Google needs Android to ensure access to mobile eyeballs.

Valve created Steam Machines as a hedge against the Windows Store becoming like the App Store (walled garden) but neither took off. Whether VR will become a major part of gaming is yet to be seen, although Facebook has invested heavily in their Oculus Quest ecosystem which does not require Steam or Windows.

And this is why you separate your business units so that your hardware peeps can manage their own P/L.