Over all I am finding how data is stored in Playfab via the Entity data storage is restrictive or feels very forced. When you look at systems like confirm a friend or send a life, it is suggested to use the Group data storage. In this case do you force all of your players to be in a single group? If so, to me at least that feels kind of hacky. I would love to see the availability to create our own data stores. This would allow developers a much more straight forward way of creating complex systems that need to span the entire player base of the game.