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I'm going with there's nothing they can do to beat PS5's hype. Fantastic games would be the most only way, but the problem there is that MS doesn't have enough exclusive IPs to really generate hype these days. And beyond that, any original IPs they show will be unproven at the end of the day, so it will be hard to generate as much buzz from them without being anchored by more buzzworthy IPs. MS will have to prove themselves with games that are actually top notch when they're released to start building back that kind of hype. I don't think there's anything they can do to generate Nintendo/Sony levels of pre-release buzz for their games at the moment.