So if PS4 was as bad as the original XB1, or if PS4 was tanking, XB1 would still have improved Xbox Live, given us back used games, and given us a kinectless sku, just to maximize its consumerbase even though it's already winning? I don't mean to go around in circles, but I think companies respond to eachother and don't maximize the value of their services "just because" if they're already winning.
I think Apple would be an example of this. In my opinion many aspects of its products and services are very anti-consumer. It's dominating, so it doesn't need to improve its product or practices. They're doing very well with "brand/trendiness" over substance so there's no reason to do things that benefit the consumer.
If someone was actually posing an existential threat to them, I think things could change, and in fact maybe they will sooner or later (if they aren't already, I'm not keeping close tabs).