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I am going to stand by several comments that anyone who doesn't like the cross-buy concept hasn't thought about it hard enough.
One big factor, 4K Monitors for PC are more expensive than 4K TV's.
If your goal is to get 4K gaming, unless prices drastically change, the Xbox Scorpio (and Neo, presumably) are both going to be the best places to do that, regardless of PC.
That just completely ignoring that playing on a console vs a PC is two different things. Having a save file sync'd between my PC and Xbox, and being able to go sit upstairs with my family and visit while gaming, then resuming on my PC later that night sounds very awesome.