No kidding.
To report on a product, the media needs a story. You either give them the story, or let them report their opinions.
For example:
- "the Haswell processor is a waste of time for desktop performance."
vs
- "the Haswell processor sets new benchmarks in x86 power efficiency."
It's the job of your PR department to make sure that the story reported is the most favourable story.
i.e. If you don't spin the story, then someone else will...
For the XB1 - prior to E3 the story was "XB1 sucks for gamers and takes their rights away". Left alone, that's the story the media would print. And they were left alone, and that's the story the media did print.
The argument that MS simply "forgot" the basic rules of media relationships is unthinkable. You don't accidentally forget to brief on the 'killer feature' of your system.
MS had separate 1-on-1 interviews with the main representatives of the media after E3 to sit down and give them the story - the media are normal people, they mix with publishers... they know that this is complicated, they may not have agreed but they would have reported the other side of the story. Those meetings were the opportunity to force home 'the story of the XB1'.
Microsoft cancelled most of those meetings, and seem to have spent the rest of the time discussing "the cloud" and showing off kinect2
.
I find it hard to blame the gaming press for this.