Just like Microsoft did for years before Sony?

With Halo to go up against, I could see Activision seeing value in not having a conflict of interest with the comarketer. Counterpoint could be the Battlefront deal though. It's definitely the biggest showdown in FPS that I can recall. Halo was the biggest FPS until COD decisively dethroned it with COD4MW and beyond, but COD has slid a bit and Halo seemed to peak a bit as well (IIRC H4 only tied H3 initial sales roughly on a much higher install base while failing hard in MP playerbase). So arguments could easily be made that both are declining. I predict H5 wins X1 sales over COD and BF, while the race between COD and BF remains tight. Battlefront could walk away with the highest sales for multiplat just due to franchise fatigue with COD. I also think that the core Halo fans, the hardcore Xbox loyalists have pretty much all bought in to X1 already, so their challenge will be to attract a wider audience. That may prove tough as a sci fi FPS is now a crazily overstuffed market. COD starting with AW, Titanfall 1 and 2, Destiny, Killzones, Battlefront, etc. It's just not unique anymore. So it will take something special to stand out and overcome something like Star Wars mania.

The funny part when Xbox fans don't even care

We'll never know, there really aren't that many xbox fans on vgchartz, atleast vocal enough

The PS4 is probably the lead platform which makes sense seeing as it was the lead for AW, and they have to show it running on something.The lead platform doesn't necessarily imply a marketing deal; See: Advanced Warfare, The Witcher 3, Battlefield 3, and Dragon Age: Inquisition. We won't know about any marketing deals for sure until E3m so it's still up in the air. 

Maybe 180p additional pixels only on playstation?

Diff being sony typically goes for exclusive content ex:destiny.  Where as ms typically goes for first access 

Why would it be a 'shitty move'? MS have had the marketing deal for years now so isn't it about time that Sony had their chance?

Just like most games lol. 

 Hmmm... Maybe? We'l just have to wait and see.