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Because Sony E3 was like 3-4 AM at night, in europe.
MS was at a time, where both american and europe could view it.

Most people didnt stay up to like 4am to watch sony's.... they watched it the day after, in video form instead.

 

also I dont think popular means most viewers.... if you took 1,000 people (at random) that had watched E3, and asked them who won E3, most would say sony.

 

This most veiwers = best e3 / won e3 = bad logic.