I'd give the nod to MS not just because of FFXIII.
Netflix is pretty big because it's a competitor to the AppleTV as much as the PS3.
Gear2 because the actual gameplay looked better than any of the other shooters.
I can't stand it when people say a game is great based on cutscene movies. Show me real people playing the actual game in real time, not some idealized movie of the game.