This is slightly off topic but, the situation kind of reminds me...

This is slightly off topic but, the situation kind of reminds me of the deployment of Apple and Samsung Pay in that MA allows customers to consolidate their experience to a single platform that is managed by a third-party. Same concerns when it comes to threats and benefits to the businesses.

Very interested to see if any major streamers get into using MA for viewer interaction. That's one way to gain big chunks of players. Get streamers to host their own subscriber tournaments. This is something that a lot of streamers already do but MA would make it much simpler. Additionally, this gives the core fan-base an easy experience interacting with each other and playing games. Takes out the "Bro I messaged you my battlenet.. okay cool... yo do you have steam? Do you play Dota?... Also what's your name on Fortnite? You play Fortnite yeah??"