I had to go through and unfavorite lots of stuff. I don’t think the feature is doing anything but feeding FOMO. You already have a preorder section where you can pay full price for unreleased games. Typically I’ll check the store and see what’s available for preload before my favorite feature does anything for me. Maybe notifications? I haven’t really noticed.
You know what feature would be cool? If these places considered your preorder instead of telling you to buy it in an email or an ad. Nintendo and even Ubisoft would send you an email about what you’re playing or they’d try to get you back into the game. It would be cool to get a message about what you spent money on versus what you should buy. I got emails for games I paid extra to play early telling me to preorder or buy the game. With all the data companies like to collect from people these days, you’d think they’d make the whole experience better.