They always felt kind of weirdly similar to me, even the games that they just ended up buying. Hard to describe, but the games always felt rather 'functional', rather 'game-y'. Kind of like what I think of as solid AA games, just scaled to AAA.
Like, I don't know, Hellblade is about mental illness and kind of made up to be this cinematic experience, so it should be a massive exception to this, but then it's wrapped in this hack'n'slash gameplay and has the name "Hellblade", as if they were afraid it might flop, if it doesn't promise your usual dose of generic/violent gameplay.
Hell, Minecraft feels like it got microsoftified, in that they just keep adding more and more stuff to it, with no clear direction. It's just, oh, the community wants XYZ, let's add XYZ.
I guess, maybe that's part of it? They have a lot of money, so game studios just add all kinds of features rather than making hard decisions on what kind of game they want to be.
That's obviously also very positive in many ways, but yeah, might ultimately lead to the sameyness...