The reason that "dig" works at all, is context (because of how badly MS handled their used games/always online/licenses locked on install ect).
But its not really mean? towards MS.
its saying this is how its done on our system.

Back in the day you could name the guy you where throwing shade at, and taunt them, mock them ect.
This video was a very minor thing, even if the impact was probably huge.

Thank you. Alot of people surfing the web just assume that Xbox is just as important to MS as PS is to Sony. Sony needs PS to succeed where as MS doesnt need Xbox. They are finding a healthy medium where they can profit efficiently without investing too much $$$.

Its going to look bad for the fanboys that want to hate and call them out for BS and spinning but for MS, its an easy and safe investment where there comfortable.

Personally i dont see Xbox having a big budget like Nintendo and Sony do. They seem to be just riding the wave as much as they can and to profit out of the industry without spending big.

There more worried about Apple than Sony. 

Doing what? I think i have a valid point.

Whos us and whos them?

It was an example not an attack on anyone. 

Come on, this video and the entire part of the PS4 show with "You can keep your games, you don't have to be connected online to play...", along with all the looks, small remarks like "and that's a good thing" and pauses to let everyone laugh and applause...

It's entirely a huge joke about MS, and nobody missed that. It's absolutely not an unrelated video funny only because of context, it was made because of the context. It was the "Let's destroy MS" show. They didn't have to name them, but they taunted and mock MS at a point unseen for a long time. 

Eh, I don't buy it, but nice for optics I guess.

A well deserved congratulations... but I agree with the others that said they prefer competitors being hostile and trying to be better than the other.

By that logic, they'll continue to play second fiddle to Sony (until Sony has another PS3 blunder and lose ground) Is that really MS will strive for, doing bare minimum to ensure a profit?

EDIT: That's not to say Sony are saints and burning money in order to please us, they have their own shady and shitty practices to nickle and dime us, but I read your statement as an excuse for MS's recent mediocrity. That's why I fanboy for Sony, cause I know they are putting 100%. Now that's an acceptable effort to fanboy to.

I wouldn't say that Sony are giving 100%, they are still lacking some features that I'd really enjoy/would like on the PS4. Backwards compatibility, cross-play, cloud saves for all users, etc. that would really increase my enjoyment of the console. Now, as to the games themselves, I give you that, the PS4 is flooded with great titles, but as for the features of the console they could be improved.

It was a bit of an exaggeration but you're right,  rarely is a gaming company giving 100% effort. I added a little edit mentioning some of the things they falter on (backwards comp, cross-play as you mentioned)