I would've paid more attention if the PS4 wasn't steamrolling the competition. Phil is desperate, let him have it. If I were him I'd utilize that space to advertize Tomb Raider, it needs it.
edit:
One of the business models employed by third party publishers is selling exclusive advertising rights to console manufacturers. If circumventing such deals goes unpunished, why would anyone pay for them in the future?
You can easily call this a smart thing to do by MS, but you could just easily guess why EA may be unhappy about it. Goes without saying, SONY must be extremely unhappy about this, giving the fact they paid loads of cash to get to advertize the game as a PS4 game and intentionally omit the X1 from the equation.
and before anyone brings up the Destiny fragrance as an example of why this is ok, let's not forget that MS had to pull the joke and replace it with something else only hours after it was made public.
