Welp MS just officially dropped intentions to support VR despite claiming it was coming in the future. So I guess it's less about being consumer friendly and more about capitalizing on consumer interest. When VR was all the industry talked about they assured it was coming...When it cooled they moved on forgetting those promises. "Cross-play? Oh we're all about that!"
I'm fine with crossplay I'm just not as naive as others to believe MS is doing this "in the best interest of gamers".
Part of putting their best interest in gamers is to admit when gamers have lost interest and move on from that - it's also a smart business move. If they pushed out a VR headset this year, while I'm sure there'd be good reactions from some, but overall the feeling would be something of "too little, too late". Just because you got burnt by it doesn't make it MS's fault, if gamers were still interested, still wanted it, and were still wanting to buy it, they'd continue to put money into R&D. That said, we don't know what's in store for next generation, or what limitations they hit with the current line of Xbox consoles that they decided would be better to wait out to fix.
EDIT: Just to add to the conversation, I think it's really cool to see two rival companies team up for an ad campaign. Xbox One X is the best place to play these games in terms of graphics, Switch is the best place in terms of portability. It's a really good match between the two and I enjoy how much all the Nintendo and Xbox twitters have been playing it up.