If they were actually committed to battle Sony on equal footing, equal footing being incredibly more powerful to make up for the lack of everything else, then they would just come out guns blazing. So far nothing is pointing towards MS actually wanting to put up a fight. They seem to be very much content to just trod along, just like the current gen. But I guess pretending to want to gain market share doesn't cost them anything.
If you demand respect or gratitude for your volunteer work, you're doing volunteering wrong.