Having games on Windows Store is just nonsense as it is right now. Nobody is using the store and even i struggled to actually find this game there. 100% of my friends that i ask about Forza 6 Apex didnt know it was available for Windows 10. New games gets a lot more attention on Steam and Origin and this would be the home for Forza Horizon 3 in my opinion.
I hope Microsoft is not pushing you guys for Windows Store, cause it will never ever take over for Steam or Origin, they are too big.
Also there should be a way to login to an account, right now its automaticly using your Microsoft Account. But your xbox account is probably in another account, those accounts cant combine. Thats just weird in my opinion. In Playstation you just link all the services into one. I would love to use my nickname in Forza for Windows, but i cant as thats in another microsoft account.
There was a representive from Microsoft that had a solution, that was to get a Xbox360 (Not Xbox One) which have a merge account feature. Like what the hell? Why not add that to Xbox One or even on the website? Why make it so hard for us?