With all the relatively recent fiascoes (Surface tablet, Kin, Windows 8, Windows Phone) isn't it possible they are looking at things more closely and trying to get out in front on issues?
The DRM backtrack certainly suggest they are at least aware and paying attention.... Surely they've learned a thing or 2 about the proper way to execute brand/reputation management and I'd even suggest that a few of the articles that came during and post E3 had a strong PR feel to them.
DF would be the perfect conduit to release info that changes perception without being too accountable. I'm not at all saying or suggesting bias by Richard either; he's in a tough position. If someone offers info in the form of a leak there is only so much he can do to verify it as the issues with the bandwidth article clearly show. Of course he doesn't want to compromise his integrity but OTOH getting the story is also important so there are tradeoffs.
To put it another way MS in 2013 isn't on the same footing they were 5 years ago, they've made numerous mistakes and that could/should change how they do things. Especially with how poor the messaging execution was from Mach thru June.
Edit: Cerny became an internet rockstar pretty much overnight largely thru the grapevine and clever social media marketing. It wasn't an accident, its strategy on Sony's behalf.
