It's nice if you already have GFN, but I wouldn't say it's a killer feature, as you can already stream Game Pass games with xCloud at no additional cost anyways, right?
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That was my thought. It seems like you'd be paying twice to stream games. I'm not sure if GeForce NOW is available on platforms that xCloud isn't though. That's the only way this makes sense to me. For example, Android TV, but I haven't bothered to look it up.
You can only stream console games with xcloud. GFN would be able to stream the pc only games included on gamepass. That on top of better quality streaming and support for inputs besides a single controller can make GFN a valuable choice for game streaming over just xcloud. It sucks that you would be paying for two game streaming services thou.