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While I don't think Microsoft has done a great job in some of their marketing deals (i.e. Sunset Overdrive, Dragon Age, Evolve and The Witcher 3), it's hard for them to market something when there's no gameplay to show or release date set. I expect after the game is shown at Gamescom they'll start marketing the game better.

Also, Kamiya is a dick so this is not a surprise.