I think they were somewhat outmaneuvered by Sony.
It was said that Sony had acquired most of the advertising rights for the "cool 3rd party stuff". That seems true as we didn't see a single trailer of all those games at the presentation. In the end, the whole thing appeared somewhat barren of "cool stuff". 2D side scrollers, cartoonish stuff, and for heaven's sake: Minecraft, weren't really the right stuff to show 4k superiority. So it didn't help at all that most of the stuff they did show is easily reproducible on a PS4 Pro with the same perceived quality.
It will be interesting to see what Sony does today. If they fall into the "show all the cool 3rd party stuff" trap then XBox fans can simply add "...and it will look better on the X" (and probably be right in some cases).
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