Maybe it companies like Activision that are preventing the full implimentation of this in order to get more money,without their exclusives they make a lot less money,if cross platform gaming was fully rolled out they would find it harder to offer exclusives to just one platform when they are work and play together.
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Just need developers to get big enough that the can take care of there product from start to finish and then get the system makers on board with the concept and not compete.
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Yep,the console war started back in the early 80's and seems to gaining more momentum the more consoles advance,to be honest I think full unity is at least a decade away.