They don’t, for one. Many games are not true 4K. They render lower and upscale it. Not all of them, but a lot.
Firstly, because the Xbox Series X is one bit of hardware. Every developer knows every Series X is the same, so they can do bits of optimisation that’s simply not possible on PC, because gaming PCs have basically an infinite amount of possible hardware configurations.
Secondly, consoles usually sell at a loss. Sony, Microsoft and Nintendo can sell you a console at less than it costs to manufacture, because they can then make the money back on games and accessories. But Nvidia or Intel aren’t selling you games, they need to sell you your graphics card at a profit. So a console generally works out cheaper.
As a side note, this is one of the reasons for the Xbox 360’s red ring of death. Microsoft insisted on selling the 360 at a profit, which necessitated making it as cheaply as possible.
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