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.