Some at the Department for Transport have long wanted to abolish CrossCountry and most of it's services. If COVID hadn't happened, there were serious proposals to do so beforehand purely as cost reduction measures.
The logic was that the majority of XC journeys could be made by alternative, often faster, routes on vastly superior rolling stock. It neglected or ignored that this generally involved travelling and changing via London which would likely put a lot of customers off travelling at all.
The local/regional Turbostar routes would have been split and integrated into a suitable local operator, such as EMR.
CrossCountry's current operation is by design - whether it's the fares, rolling stock or routes - it's all very much intentional.
GBR will likely change how XC is resourced, so won't be a standalone business unit anymore - but it is even more likely that any duplication with other GBR routes will be culled.
Personally, I'd divert the current XC Manchester services via Alsager to serve Crewe instead of Macclesfield, which would restore good connectivity with the West Coast Mainline traffic. One or two trains per day already do this.