TV integration. How you access their service. Using your voice or hand gesture to change channels, change the volume, view the guide, watch Netflix, etc...Anything to keep more eyes glued to their service. That's their motivation. So no, it's not the same gimmicks.
Comcast is working on a cable box with a camera of their own. They don't need $500 Xboxes for this. They can do their own version and charge more for the DVR in monthly fees. And the Comcast one will have better integration because it IS actually one box instead of using 3rd party tech.