I have two friends with an XB1. They felt the need to explain their purchase without prompting - one was almost apologetic, and to this day moans about how none of his friends have an XB1 to play with...but "I just love the Xbox brand I guess, and I love the franchises...Halo, Gears...". The other is fairly casual, just bought it because it was cheap and is "just as powerful as PS4.".
Everyone else in my circle is either on PS4 or too casual to care about the new systems, many of the PS4 owners gamed primarily on 360 last gen.
My guess, based on my observations, is:
#3 - Gamerscore, and to a lesser extent, friends list.
#2 - Loyalty to MS franchises (Halo, Fable, Gears, Forza)
#1 - it's cheaper. A month where MS isn't mired in a flurry of incentives and discounts is abberant now.
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