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Cause MS never, ever spent any money to be top dog at these events for the last several years. They just said "pretty please with a cherry on top."

/s

Yeah, no. This is how it's done. Shift the majority of the fanbase and fan focus to yourself then sponsor the big competitions and whatnot. The writing was on the wall when the DLC timed exclusivity and marketing rights went to Sony. Microsoft paid through the nose to get to this stage last time, Sony has just turned the tables. Business as usual here folks.