Will MSFT hype up an announcement like Sony did with PS4

[ironmanDX]

Cold-Flipper said:
Microsoft will obviously spend tons of $$$ on ads for Durango. I don't know if they will spend money to hype up an event or spend money once it launches. I say both.

March/April: Reveal
E3: Launch

I can picture MS handing out brand new consoles to everyone in attendance as I type this sentence. Has a console ever been launched at e3? Imagine the buzz!