Ubisoft was very solid. Not sure what you're talking about. Sony wasn't going above and beyond, but it still felt like a 7/10 performance.
The issue I think is the way EA, Bethesda, Microsoft, and others made their e3. Besides the issues with what was in their presentation, they sometimes focused on irrelevant things
I think everyone should take Nintendo's new route. We saw in the April direct how efficient it is. Regarding what people thought of the content, the presentation was a 10/10. Fast, straight to the point, and gameplay is saved for the treehouse.