I really think the direction this service goes depends what happens in the console market. Next gen release will be make or break for it, if they establish too much dominance then they'll go to shit, whereas if there's still major competition then it will remain a competitive selling point they try to keep worthwhile. Sony's market share is 50% globally and 90% in several countries whereas Microsoft have 25% global and like 10-25% in a bunch of major countries. I even recall their FTC case suggesting they only had 21% share.