Microsoft won on style and mega announcements. The ending segway to Cyberpunk was just killer-well played. Overall MS, Ubisoft and Bethesda were the top 3 for me.
What is apparent is MS and Sony have roughly 1 big exclusive the rest of this year (Horizon 4, Spiderman), so the landscape is looking very multiplat focused this fall.
I do find the irony of people saying Nintendo won for showing Smash, and yet want to downplay Microsoft because of the Halo, Forza, Gears thing. Lol.