Launching a new console is neither easy nor cheap, and in order to remain relevant in the “console wars” a continuing price has to be paid… a price that Microsoft learned the hard way. But while hardware developers like Sega and Google were unwilling to pay the ongoing price and watched their dreams crumble as a result, Xbox doubled-down and continued to invest deeply in their commitment to the home console market every year… because while each iteration of their hardware has sold at a net loss, the only path to the treasure they are seeking is to see the road through to the end.

The act of “taking up our cross” involves more than a one-time event of accepting Christ and His grace… it is an ongoing, self-sacrificial journey that will continue for the rest of our lives. Each step we take as we carry our cross will compel us to shed the layers of selfishness that once defined us, and it is a process that is guaranteed to be uncomfortable… crosses are costly, not cozy. But it is in our choice to carry a cross that we’d rather not carry that shows we’re actually following in His footsteps… and that is where the true treasure is finally found.

Whoever does not bear his cross and come after Me cannot be My disciple. For which of you, intending to build a tower, does not sit down first and count the cost, whether he has enough to finish it – lest, after he has laid the foundation, and is not able to finish, all who see it begin to mock him, saying, ‘This man began to build and was not able to finish’? So likewise, whoever of you does not forsake all that he has cannot be My disciple. Luke 14:27-30, 33

And He was withdrawn from them about a stone’s throw, and He knelt down and prayed, saying, “Father, if it is Your will, take this cup away from Me; nevertheless not My will, but Yours, be done.” Luke 22:41-42

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