They (MS and affiliates) act this way because they are Americans. Not only is this how Americans like other Americans to act, but this is also how other countries expect Americans to act.
In America, the best way to get noticed is to talk a lot of shit about something else and act like yours is the best shit on the planet. Look at Turn 10, look at that assclown from gears of War, and the folks at MS itself. In America, you need to be an asshole.
If your typical American company says something, you take what he says his value is, and subtract a few points from it to get the actual score.
If your typical Japanese company says something, you take what he says the value is, and add a few points to get the actual score, because your typical Japanese will be humble and say that his value isn't that high.
Typical starting values for the same product, as presented to a Japanese audience:
American: 10
Japanese: 4
after modifier:
American: 10-3=7
Japanese: 4+3=7
Typical starting values for the same product, as presented to a Japanese audience:
American: 10
Japanese: 4
after modifier:
American: 10=10
Japanese: 4-3=1
